Description
The objective of this research was to profile the market for the ball point pen in Manipal.
MARKETING RESEARCH
Theme III
Research study on BALL POINT PEN MARKET IN MANIPAL
Presented by Team F (Group VI)
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EXECUTIVE SUMMARY:
The objective of our research was to profile the market for the ball point pen in Manipal. We initiated our research by coming up with dummy finding. The dummy finding helped us in determining various factors which would help in profiling the market for ball point pen. Based on this, the required questionnaire were framed which consisted of 16 questions and was circulated by amongst various colleges (MIM, MIT, KMC), schools (Madhava Kripa, MJC), working professionals (Syndicate bank, Manipal Sikkim university) around Manipal. The survey for TAPMI students were taken through www.eSurveysPro.com .The respondents totaled up to 200, out of which our target sample was 176. The data collated was based on the 11 factors which would affect the purchasing decision of ball point pen. The factors includes price, brand image, user friendliness, grip, designing, longevity of the use, smoothness, availability, availability in different colours, facility of refill, leakage of ink, to conclude the most important factor which would affect the buying behavior , factor analysis was carried out, the result was there were 3 main components : COMPONENT 1: COMPONENT 2: COMPONENT 3: Smoothness, Leakage of ink and longevity of use of ball point pen Price and Brand of the ball point pen. Availability of different colours.
The total variance explained by these components was 61.863 %. The 3 different Chi-square test was conducted to verify the relationship between the • • • Variables Amount spent and Occupation. Different types of pen and Occupation. Different Course studying and frequency of purchase.
Considering this aspect the respondents were asked to rate the major brands of ball point pen across different attributes on a scale of 1-7 (7 being highest).
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With the help of cross tabs we could figure out percentage of sampled population (students from different courses, working professionals) which number of times ball point was purchased pen over a period of weeks and month, their choice of pen and the amount they are ready to spend for ball point pen. The major findings after conducting various tests were: • • • • Factors related to usage of pen are most important Price and Brand are also given significant weight. Significant Association between amount spent by the respondent and his occupation. Significant Association between type of pen preferred by the respondent and his occupation. • • • • • Significant Association between the Course studying and frequency of purchase. Parker is the highest rated Brand Cello is rated highest in terms of affordable price and availability. Reynolds is rated high on factors related to utility of pen. Local brands was not preferred by the respondents mainly because its unavailable in different shops , though priced less it lacks various other factors.
From all this tests we have concluded that Cello ball point pen is the most preferred brand in Manipal, Students is Manipal purchase pen ranging from Rs.6-Rs10 from the stationery shop. Though the brand image of Parker was high when compared to other brands, cello was preferred the most because it was available easily at affordable price and writes smoothly, which played a major role in making decision on purchase of the ball point pen. It was also observed that students preferred ball point pen than the working professionals, which was one of the major finding from our survey and tests conducted.
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TABLE OF CONTENTS
SL. NO. 1. 2. 3. 4. 5. TOPIC Introduction Objective Research methodology Research Procedures Data findings 6. 7. 8. 9. 10. 11. 12. 13. Factor analysis Perceptual mapping Major findings Other findings Conclusion Recommendations Limitations References 8 20 23 24 27 29 29 30 31 analysis & PAGE NO. 1 1 2 5 6
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Appendix
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INTRODUCTION:
The Ball point pen market for India has been very successful, Indian ball point pen are of good quality and there are many players in market. Some of the most popular brands in the Indian pen market comprised of domestic brands such as Reynolds, Luxor, Cello, Rotomac, Kores, Today's, Montex, Parker and Add pens and foreign brands such as Mont Blanc, Flair (with Pierre Cardin), Uniball and more. Consumers now had a wider choice, both in terms of different variety and the number of brands available. This has lead to fierce competition in the industry, and different companies of ball point pen have come with additional features to confront the situation. They are providing the pens with different ink colours and also the one with easily availability of refills. Such additional features have definitely influenced the buying behavior of the consumer to a certain extent. Manipal being the place offering more than 195 courses across 20 colleges, the main market for pen would be from the students spread across these courses. Apart from this there are many working professionals under different institutes who are major users of ball point pens. The research of profiling the market for ball point pen was mainly conducted to identify the people who uses ball point pen preferably than to the other type of pen and the various factors which influences their buying behavior with regards to purchase of the pen. Various factors like the brand, whether the person buying a ball point pen would consider this or whether he would look into the features of a particular pen. For e.g.: Cello pen is preferred because of the grip and the smoothness it provides to the customer or whether the additional features adds value to their purchase of particular pen. Hence the study was done considering all these factors to determine the appropriate market of the ball point pen in Manipal.
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OBJECTIVE OF THE STUDY:
To profile the market for Ball-point pens in Manipal. The Manipal has diversified market for ball point pen. There are students pursuing different courses like engineering, business management, hotel management, medical etc. working professionals, business man, and local crowd. Based on this, our study was mainly related to check on the present usage of the ball point pen in Manipal and which is the market segment which predominantly ruled the ball point pen market and the different variance which affected the ball point pen market.
RESEARCH METHOD
The project objective was to profile the ball-point pen market in Manipal. With this regard we divided the research method into:1. Preparing the dummy findings: The individual assignment given to the Team members to list down the dummy findings was particularly useful in structuring the Research Project. We could vaguely identify the research findings required. The thoughts of the team members were collated and put on paper. 2. Focus Group Discussions: The initial part of the research project involved two focus group discussions which were held amongst our friends in TAPMI. The sessions yielded an exhaustive list of factors which people kept in mind while buying a pen/ ball-point pen. The list included factors like price, brand, availability, design and longevity of use. These factors were used to frame the main questions of the survey. 3. Brainstorming sessions amongst the team members: -
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The team then sat for a brainstorming session where the questions to be asked in the survey were discussed. The procedure to carry on with the research was decided and the tasks were divided amongst the various team members. 4. Preparing the questionnaire We knew that framing the correct questions was the first thing we need to do in a good Research Project. While preparing the questionnaire we had the end results in mind. We understood that to use the collected data of the survey in SPSS, we need to structure our questions in the correct manner so that we could get the proper set of data. We had to keep in mind that the data should not be skewed towards any of the demographic segments. The ordering of the questions was taken special care of, so that the respondent finds it simple to answer. The demographic questions like age, gender and occupation were kept towards the end of the questionnaire. The questionnaire started with generic questions about the pen-buying behavior of the respondents, and then we moved into specific questions related to the ball-point usage. The generic questions were put in the beginning so that the respondent would not be biased towards the ball-point pen usage. For example, a person who primarily uses a gel pen or a micro-tip pen might not be too interested to answer about the ball-point pens from the very beginning. In other cases, like that of a school student below the age of 12, he might not have used a pen exclusively to answer the intricate questions like influencing factors while purchasing a pen. The child might not have purchased a pen after all, but may still know how a pen writes and the various factors that he likes in a pen. The various factors that he likes in a pen can be taken to be the factors that he might look forward when he actually goes out to buy a pen when he grows older. Our target to cover this segment was mainly because to see the newer trends that is evolving amongst the children. The questions like the type of pen used, color of ink, purchase frequency, number of pens purchased at once relate to the pen usage of the respondents. These questions were used to profile the pen usage of the respondents. Question 7 related to the most important factors influencing the purchase of a ball-point pen. The factors in the matrix were the
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same that were found in the focus GDs. The respondents were asked to rate the factors on a scale of 1-5. They just had to tick in the grids and thus it was effortless on their part to answer this question. We could later find that this question helped us to dig out the most important factors that the students kept in mind when they purchased a pen. We could find that there were quite a significant number of relationships between the age and occupation of the respondents and the factors that they have given more importance. Here on the questions related to the ball-point pen usage in particular and we entered into the core of our study. Questions like most preferred brand of a ball-point pen, point of purchase, amount spent on each purchase, reasons of repurchase of a specific brand were targeted towards finding whether any significant relationship existed amongst any of these variables or not. For example doctors at KMC Manipal mostly preferred branded costlier and branded pens. Question number 12 asked to rate the most common brands with respect to 15 factors. This question was the most important question in the whole research because this collected the data with regards to the perception of the users about the different brands. The consumers are exposed to various facts and figures, but it is the perception which matters the most when they buy a particular brand of pen. This was the most time consuming question and some of the respondents were casual in answering it. Some of the respondents left this question unanswered. We requested them to fill in the numbers and ensured that they did so, however reluctantly. We later asked the other respondents to rate only those brands which they use extensively or are very well acknowledged about their price and various features. A different questionnaire was prepared for the retailers. Facts about the total units sold and revenue generated were obtained. The other questions were related to the most extensive users of ball-point pens, most preferred brand and the features which the consumers look into while buying a ball-point pen.
5. Using SPSS to arrive at the Research Findings
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We use SPSS for arriving at different output test analysis for the ball point pen market in Manipal. Some of the major tests used where explained as follows. • Factor analysis Factor analysis is a statistical method used to describe variability among observed variables in terms of fewer unobserved variables called factors. The observed variables are modeled as linear combinations of the factors, plus "error" terms. The information gained about the interdependencies can be used later to reduce the set of variables in a dataset. • Cross tabulations A cross tabulation can be done by combining any two of the questions & tabulating the results together. A cross tabulation (often abbreviated as cross tab) displays the joint distribution of two or more variables. • Multi dimensional scaling Multidimensional scaling (MDS) is a set of related statistical techniques often used in information visualization for exploring similarities or dissimilarities in data. MDS is a special case of ordination. An MDS algorithm starts with a matrix of item–item similarities, and then assigns a location to each item in N-dimensional space, where N is specified a priori. For sufficiently small N, the resulting locations may be displayed in a graph or 3D visualization. • Cluster analysis Cluster analysis sorts through the raw data and groups them into clusters. Cluster analysis, like factor analysis and multi dimensional scaling, is an interdependence technique: it makes no distinction between dependent and independent variables. The entire set of interdependent relationships is examined. It is similar to multi dimensional scaling in that both examine inter-object similarity by examining the complete set of interdependent relationships. The difference is that multi dimensional scaling identifies underlying dimensions, while cluster analysis identifies clusters. Cluster analysis is the
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obverse of factor analysis. Whereas factor analysis reduces the number of variables by grouping them into a smaller set of factors, cluster analysis reduces the number of observations or cases by grouping them into a smaller set of clusters.
PROCEDURES
We want to understand what drives and motivates the ball-point purchase behavior of the people in Manipal. We researched by asking questions and by searching for answers to those questions which were satisfactory, methodologically valid, and balanced. We targeted a sample size of 150 respondents with a proper mix of age, gender and occupation. In total we could survey 176 people, which included 23% females. We included both online and printed survey. The online survey was done using eSurveysPro.com and the questionnaire link was mailed to all the PGP 1 and 2 students of TAPMI. Our sample size exceeded the targeted sample size, mainly due to the benevolence showed by our fellow TAPMIans. In total we could get about 70 respondents from the Institute. As Manipal is mainly a student-populated area, we could survey only 15 working professionals. Most of the respondents were students. The various institutions covered were KMC, MIT, MIC, MIM and Madhava Kripa School. The working professionals were mainly from Syndicate Bank and Manipal University. We targeted to have a uniform mix of respondents and the team members were allocated different points across Manipal to do the survey. We could get about 70 online responses from TAPMI and the rest were in the form of physical survey. When we surveyed the respondents, we did not disclose that we were focusing only the Ballpoint pen in Manipal. We introduced ourselves as students of TAPMI, doing a market research survey on the Pen usage in Manipal. Hence the respondents were not biased towards a particular type of pen from the beginning. The later part of the questionnaire which was related to the specific usage of ball point pen was not evident from the starting questions and hence the respondents gave impromptu answers to the later questions. While we surveyed the retailers, we however stated our objective clearly, because we required hard-core facts to be obtained from them. DATA ANALYSIS AND FINDINGS The population in Manipal is approximately around 15000-19000. It comprises mostly of
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1) Student 2) Doctors 3) Business man 4) Professors and Lecturers 5) Working professional During the data collection care was taken to get a sizeable sample from each of the segment.
Chart displays the breakup of course studying of respondents
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The graph above explains the breakup of educational backgrounds i.e. the course studying with the table. This helps in understanding better, the type of respondents & their educational background & how it influences their purchase of pens.
No of Course Studying
Engg Medicine Business mgmt Hotel mgmt High school Commerce Media and arts Others Total
users
31 24 50 2 2 2 3 10 124
Chart displays the breakup of occupation breakup of respondents
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The above graph explains the occupation break up of different professionals. This data helps in arriving at the relation between the occupation & other purchasing parities of a pen. The tabulations on the basis of which this graph was drawn is explained below.
Occupation STUDENT DOCTOR OTHER WORKING PROFFESSIONAL Total
73 9 18 100
FACTOR ANALYSIS: In the questionnaire data was collected pertaining to different factors considered while purchasing any ballpoint pen. The following factors were considered important to while buying: • Price • Brand • User Friendly • Grip Design • Smoothness • Longevity of use • Availability • Facility of Refills • Availability in Different Ink colors • Leakage of Ink
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The factor analysis was performed on this to group different factors into common components. This was done to reduce the number of factors and trying to understand the important factors considered by a buyer.
The following was the SPSS output of the factor analysis:
Total Variance Explained Initial Eigenvalues Comp onent 1 2 3 4 5 6 7 8 9 10 11 Total 4.625 1.143 1.037 .912 .760 .677 .494 .447 .363 .329 .214 % of Variance 42.047 10.387 9.428 8.290 6.906 6.158 4.489 4.060 3.302 2.990 1.942 Cumulative % 42.047 52.435 61.863 70.153 77.059 83.216 87.705 91.765 95.068 98.058 100.000 Total 4.625 1.143 1.037 Extraction Sums of Squared Loadings % of Variance 42.047 10.387 9.428 Cumulative % 42.047 52.435 61.863 Total 2.599 2.217 1.989 Rotation Sums of Squared Loadings % of Variance 23.624 20.157 18.082 Cumulative % 23.624 43.781 61.863
Extraction Method: Principal Component Analysis.
The total variance explained by the three major components is 61.863 % Component 1 explains 42.1% of the variance while component 2 explains 10.3% and 9.5 % of the variance is explained by the component 3.
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Rotated Component Matrixa
Component 1 PRICE BRAND USER_FRIENDLY GRIP DESIGN SMOOTHNESS LONGETIVITY_OF_USE AVAILABILITY FACILITY_OF_REFILLS AVAILABILITY_IN_DIFF_COLORS LEAKAGE_OF_INK Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 5 iterations. .338 .048 .247 .267 .409 .664 .802 .579 .508 .007 .711 2 .705 .847 .576 .551 .197 .375 .070 .388 .117 .058 .122 3 -.123 .223 .494 .516 .399 .210 .213 .198 .596 .878 -.017
In the factor analysis we got three components whose Eigen values were greater than 1 the rest of the components were ignored. The same is represented by the screen-plot as shown
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Only those factors whose values were more than .6 in a component were considered for that particular component. Component 1 consists of factors • • • Smoothness Leakage of Ink Longevity of Use
Component 2 consists of factors • • Price Brand
Component 3 consist of factor – availability in different ink colors
The total variance explained by these components was 61.863 % of the total variance.
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The factor analysis of the variables presents a very interesting aspect. It shows that component 1 which explains the maximum data i.e. 42.7 %, consisting of variables like smoothness, leakage of ink and longevity of use, discerns the fact that users give maximum weight to variables pertaining to the utility features of a ballpoint pen. Chi-Squared Test 1 To analyze if there is any relationship between amount spent on pens and occupation a ChiSquare test was performed. Null Hypothesis: No association between amount spent and occupation of the respondents
Chi-Square Tests
Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 30.260
a
df 6 6 1
Asymp. Sig. (2-sided) .000 .000 .000
28.448 17.590 168
The significance value of this test was .000 thereby proving that there is significant association between amount spent by the respondent and his occupation. To identify the relation the below shown crosstab was prepared, some of the significant findings from the crosstab was as below:
•
Around 47% of students spent in the range of 6-10 on a ballpoint pen. It indicates that most of the students are spent less on a ballpoint pen but at the same time they go for a medium quality pen.
•
Around 37% of doctors spent in the range 2-5 as well as 6-10 on a ballpoint pen. It indicates that doctors too spent less on a ballpoint pen and they are not so much bothered about quality of the pen.
•
Around 79% of working professionals spent in more than 11 on a ballpoint pen. It indicates that they ready to spend more and would like to purchase a higher quality pen.
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OCCUPATION * AMOUNT_SPENT Crosstabulation
AMOUNT_SPENT 2-5 OCCUPATION STUDENT Count Expected Count % within OCCUPATION % within AMOUNT_SPENT % of Total DOCTOR Count Expected Count % within OCCUPATION % within AMOUNT_SPENT % of Total OTHER WORKING Count Expected Count 19 19.0 15.4% 73.1% 11.3% 6 2.5 37.5% 23.1% 3.6% 1 4.5 3.4% 3.8% .6% 26 26.0 15.5% 100.0% 15.5% 6-10 58 50.5 47.2% 84.1% 34.5% 6 6.6 37.5% 8.7% 3.6% 5 11.9 17.2% 7.2% 3.0% 69 69.0 41.1% 100.0% 41.1% 11-15 39 42.5 31.7% 67.2% 23.2% 4 5.5 25.0% 6.9% 2.4% 15 10.0 51.7% 25.9% 8.9% 58 58.0 34.5% 100.0% 34.5% ABOVE 25 7 11.0 5.7% 46.7% 4.2% 0 1.4 .0% .0% .0% 8 2.6 27.6% 53.3% 4.8% 15 15.0 8.9% 100.0% 8.9% Total 123 123.0 100.0% 73.2% 73.2% 16 16.0 100.0% 9.5% 9.5% 29 29.0 100.0% 17.3% 17.3% 168 168.0 100.0% 100.0% 100.0%
PROFFESS % within OCCUPATION % within AMOUNT_SPENT IONAL % of Total Total Count Expected Count % within OCCUPATION % within AMOUNT_SPENT % of Total
Chi-Squared Test 2: The second test was performed to analyze in significant association between type of pen bought with occupation Null Hypothesis: No significant association between the occupation and preferred type of pen.
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Chi-Square Tests
Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 50.643
a
df 6 6 1
Asymp. Sig. (2-sided) .000 .000 .000
48.671 26.278 170
The significance value for this test was .000 thus the conclusion that can be drawn is there is significant association between type of pen preferred by the respondent and his occupation. The association can be inferred from the below crosstab:
•
Around 71% of students prefer ballpoint pen. It probably indicates that they want a pen with low maintenance and is not fragile. The ballpoint pen is stronger than micro-tip and gel pens and has lower maintenance than ink pen. The same finding was true amongst doctors.
•
Around 47% of working professionals preferred gel pen which are costlier than ballpoint pen. Thus they are ready to spend more and even if the gel pen gets damaged they have the money to buy more pens.
•
33.3 % of the surveyed working professionals preferred using Ink pens.
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OCCUPATION * TYPE_OF_PEN Crosstabulation
TYPE_OF_PEN BALLPOINT PEN OCCUPATIO STUDENT Count N Expected Count % within OCCUPATION % within TYPE_OF_PEN % of Total DOCTOR Count Expected Count % within OCCUPATION % within TYPE_OF_PEN % of Total OTHER Count WORKING Expected Count PROFFES % within OCCUPATION SIONAL Total % within TYPE_OF_PEN % of Total Count Expected Count % within OCCUPATION % within TYPE_OF_PEN % of Total 88 75.1 71.0% 85.4% 51.8% 12 9.7 75.0% 11.7% 7.1% 3 18.2 10.0% 2.9% 1.8% 103 103.0 60.6% 100.0% 60.6% 6 12.4 4.8% 35.3% 3.5% 1 1.6 6.2% 5.9% .6% 10 3.0 33.3% 58.8% 5.9% 17 17.0 10.0% 100.0% 10.0% MICROT INK PEN IP PEN 14 13.1 11.3% 77.8% 8.2% 1 1.7 6.2% 5.6% .6% 3 3.2 10.0% 16.7% 1.8% 18 18.0 10.6% 100.0% 10.6% GEL PEN 16 23.3 12.9% 50.0% 9.4% 2 3.0 12.5% 6.2% 1.2% 14 5.6 46.7% 43.8% 8.2% 32 32.0 18.8% 100.0% 18.8% Total 124 124.0 100.0% 72.9% 72.9% 16 16.0 100.0% 9.4% 9.4% 30 30.0 100.0% 17.6% 17.6% 170 170.0 100.0% 100.0% 100.0%
Chi- Squared Test 3: The third test was performed to analyze any relationship between course studying and frequency of purchase. Null Hypothesis: No significant association between the course studying and frequency of purchase.
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Chi-Square Tests
Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 93.861
a
df 28 28 1
Asymp. Sig. (2-sided) .000 .000 .181
67.928 1.791 124
Again the significance level for this test was .000, disproving the null hypothesis. The alternate hypothesis that there is a significant association between the course studying and frequency of purchase was proved correct. The association can be inferred from the below crosstab:
•
Around 48% of engineers bought a pen once a week indicating their higher usage pattern.
•
Amongst the students studying medicine (62.5%), business management (76%) and others, maximum of them bought a pen once a month. This indicates their lower usage pattern which might be due to laptops used by business management and more practical’s attended by medicine students.
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COURSE_STUDYING * PURCHASE_FREQUENCY Crosstabulation
PURCHASE_FREQUENCY TWICE A WEEK COU ENGG RSE_ STUD YING Count Expected Count % within COURSE_STUDYI NG % within PURCHASE_FRE QUENCY % of Total MEDICINE Count Expected Count % within COURSE_STUDYI NG % within PURCHASE_FRE QUENCY % of Total BUSINESS MGMT Count Expected Count % within COURSE_STUDYI NG % within PURCHASE_FRE QUENCY % of Total HOTEL MGMT Count Expected Count % within COURSE_STUDYI NG % within PURCHASE_FRE QUENCY % of Total HIGH SCHOOL Count Expected Count % within COURSE_STUDYI % within PURCHASE_FRE QUENCY .0% .0% 2.9% .0% .0% 1.6% .0% .0% 100.0% .0% .0% 100.0% NG MARKETING RESEARCH STUDY ON BALL POINT PENS Page | 23 .0% 0 .2 .8% 0 .3 .8% 2 1.1 .0% 0 .3 .0% 0 .1 1.6% 2 2.0 .0% 5.0% 1.4% .0% .0% 1.6% .0% 50.0% 50.0% .0% .0% 100.0% 2.4% 0 .2 1.6% 1 .3 30.6% 1 1.1 4.8% 0 .3 .8% 0 .1 40.3% 2 2.0 21.4% 10.0% 54.3% 37.5% 25.0% 40.3% 6.0% 4.0% 76.0% 12.0% 2.0% 100.0% 3.2% 3 5.6 .0% 2 8.1 12.1% 38 28.2 4.0% 6 6.5 .0% 1 1.6 19.4% 50 50.0 28.6% .0% 21.4% 31.2% .0% 19.4% 16.7% .0% 62.5% 20.8% .0% 100.0% 3.2% 4 2.7 12.1% 0 3.9 6.5% 15 13.5 3.2% 5 3.1 .0% 0 .8 25.0% 24 24.0 28.6% 75.0% 11.4% 25.0% .0% 25.0% 12.9% 48.4% 25.8% 12.9% .0% 100.0% 4 3.5 ONCE A WEEK 15 5.0 ONCE A MONTH 8 17.5 ONCE IN 6 ONCE IN A MONTHS 4 4.0 YEAR 0 1.0 Total 31 31.0
PERCEPTUAL MAPPING: The perceptual mapping was done to infer how a buyer perceives a brand on different factors. The respondents asked to rate the major brands across different factors. The following brands were considered: • • • • • • Cello Reynolds Montex Parker ADD Other Local Brands
Each of the respondents was asked to rate these brands on a scale of 1 to 7 on the following factors: • Price
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• • • • • • • • •
Brand Image Design Availability Smoothness Durability Longevity of Use Leakage of Ink Usage life of Refill Facility of refills
The canonical discriminant function for perceptual analysis is as shown below:
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The detail graph of brands along with factors is shown in the below graph:
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In this the prominent factors on different axes are given below:
•
Positive X-axis: Affordable Price, Availability, Longevity of use.
•
Positive Y-axis: Usage Life of Refill, Facility of Refills, Leakage of Ink, Durability, Brand, Design
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MAJOR FINDINGS
1) In this Cello and Reynolds lie in the positive quadrant of X-axis indicating that respondents
regard both this brands higher on affordable price, usage life of refill, facility of refills, durability, etc.
2) The respondents felt that ADD wasn’t strong on any of the parameters since it lies very close
to the origin.
3) For Link respondents felt that its performance on life of refill, facility of refills, durability,
etc was lower compared to other brands.
4) Brand Parker was placed on extreme negative side of X-axis indicating that respondents feel
that it doesn’t lie in the affordable price range but the users rate brand Parker high in terms of parameters like Brand Image and Design.
5) Local Brands are found out to be very insignificant in terms of various parameters. This is due to the fact that the users in Manipal don’t know much about the existence of these brands.
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OTHER FINDINGS
1. Most Preferred Brand Cello is found to be the most preferred brand among the respondents with a score of 44%. The perceived value of the brand in terms of parameters like price and durability is high. Reynolds follows Cello in brand preference with preference score of 20%. Montex, ADD, Luxor and Linc fare low with approximately 6% each. Pierre Cardin and Parker have the lowest brand preference which could possibly be attributed to their high price.
Chart. Brand Preference of the ball-point pen users
2. Place of Purchase
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The major options considered for purchase of ball-point pens were grocery store, stationery shop and supermarkets based on the initial study. Based on the study, it is observed that stationery store is the most preferred place of purchase. 74% of the respondents preferred to buy a ball-point pen from stationery stores. Grocery store and supermarkets are preferred way below at 12% and 10%, respectively.
Chart. Preference for place of purchase among ball-point pen users
3. Most Preferred Price Range Most preferred price range for the purchase of ball-point pens was found to be in the band of Rs. 6 – Rs.10. About 41% of the respondents preferred to buy a ball-point pen in this range. 35% of the respondents preferred to purchase pens in the range Rs. 11- 15. The respondents who preferred to purchase highly priced pens above Rs. 25 are only 9%, while those who preferred among the price band of Rs. 2 – 5 is about 15%.
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Chart. Most preferred price range among ball-point pen users
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CONCLUSIONS AND FINDINGS
The various tools used to analyze the data collected and the corresponding results obtained there from, are: • Factor analysis – It helped us in grouping the correlated variables together. The variables factored into 3 main components: i. ii. iii. Component 1 - Smoothness, Leakage of Ink and Longevity of Use Component 2 - Price and Brand Component 3 - Availability of different ink colors
From studying the above three components we can say that the users of pen give maximum preference to attributes which relate to the usage of pens, for example, smoothness, longevity etc. After usage comes parameter like price and brand. The remaining attributes come later in the level of importance for the users of pen. • Chi- squared tests – Three chi- square tests were conducted which gave us the following results:
i.
Significant Association between amount spent by the respondent and his occupation – it was found that students would like to spend between Rs. 6-10 for a pen whereas working professionals are likely to spend Rs. 10-15 for a pen.
ii.
Significant Association between type of pen preferred by the respondent and his occupation – it was found that working professionals are likely to use ink pens more often than students.
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iii.
Significant Association between the course studying and frequency of purchase – it was found that engineers were found to make purchases more frequently as compared to management students.
•
Perceptual Mapping – We used a 7 – point scale, with 7 being the maximum and 1 being the minimum. Respondents asked to rate the major brands like, Reynolds, Linc, Parker, ADD, Cello etc. across different parameters like longevity, grip, availability, price, brand etc. some of the findings were: i. ii. iii. iv. Parker is the highest rated Brand Cello is rated highest in terms of affordable price ADD is centrally placed Reynolds scores high on factors like price, availability while it scores low on factors like brand image and design v. vi. Linc is rated highest in terms of longevity of use Local brands score low on various factors like facility of refills and leakage of Ink, etc.
•
Cross tabulation – some of the results obtained are as follows:
i. ii.
74% respondents purchase pens from stationery shops 44% respondents favored Cello over other brands of pens
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iii. iv. v. vi. vii. viii. ix. x.
11.3 % sampled population purchased a pen Twice a week 56.5% respondents purchased a pen Once a Month 48% engineering students purchased pens Once a Week 76% management students purchased a pen Once a Month 71 % students preferred purchasing a BallPoint Pen 33.3 % working professionals preferred purchasing an Ink Pen 47.2% students purchase a pen in price band of Rs. 6-10 51.7 % working professionals purchase a pen in price band of Rs.11-15
RECOMMENDATIONS:
After having thoroughly analyzed the findings, we as a group would like to make the following recommendations:
i.
The market for Ballpoint pens in a place like Manipal, which is a hub of students, is huge. In the study we have already seen that 71 % students preferred purchasing a BallPoint Pen.
ii.
Engineering students should be targeted as around 48% of them purchase pens once a week.
iii.
Availability is a major concern as there are many close substitutes available. Hence, is must be taken care of by all the Ballpoint pen brands.
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iv.
Brand Cello should work on improving the grip and its reliability aspect of its pens. If measures are taken to improve these attributes then its preference among users will further increase.
v.
Local brands have to work on their attributes relating to usage and brand image. Presently, they mainly survive on their lower prices as compared to other pens.
vi. vii.
Brand Parker should focus on reducing its cost and thus, increase its value for money. Brand Cello is very well placed as the customers rate this brand high on major factors, like smoothness, price, and facility of refills, affecting the decision making process of the consumer.
LIMITATIONS OF THE STUDY:
The limitations of the research were: i. ii. iii. Some respondents were unwilling to fill up the ratings for all brands of pen Some respondents were biased towards a particular brand which could have made the data collected a little skewed The sample size of around 176 respondents is not very representative. Due to lack of resources and time constraints we could not increase the sample size of the study
REFERENCES:
i.
ii. iii. iv.
Marketing Research by Rajendra Nargundkar www.google.com www.wikipedia.com www.indiastat.org
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Appendix- 1: Questionnaire for the respondents Project Objective: Profile the Ballpoint pen market in Manipal. Sample Questionnaire Q1. What type of pen do you prefer to purchase? a) Ballpoint pen
b) Ink pen
c) Micro-tip pen d) Gel pen
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e) Others (Please specify) Q2) Which color of ink you use most? a) Blue b) Black c) Red d) Green e) Others (Please specify) Q3. How often do you purchase a pen? a) Twice a week b) Once a week c) Once a month d) Once in six months e) Once in year Q4.How many ballpoint pens do you purchase at once? a) 1 b) 2-5 c) 6-10 d) Above 10 If you select option (b), (c) and (d) then please answer q5 Q5. Why do you purchase more number of pens at once? a) Examination b) Monthly Office Stationary c) Attractive Discounts d) Others (Please specify)
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Q6. While purchasing a ballpoint pen, rate the order of importance given to each of the following factors. Scale (1-7) 1- Lowest 7-Highest Note: Please tick mark in the respective box
Factor Price Brand User Friendly Grip Design(outlook) Smoothness Longevity of Use Availability Facility of refills Availability in different Ink colors Leakage of Ink
7
6
5
4
3
2
1
Q7. Which is your most preferred brand for a ballpoint pen? a) Cello b) Link c) Luxor d) ADD e) Parker f) Reynolds g) Montex h) Pierre Cardin i) Local Brands
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Q8. From where do you purchase ballpoint pen? a) Grocery Store b) Stationary Shop c) Super market d) Medicine shop
e) Others (Please specify)
Q9. How much do you spend on purchase of a ballpoint pen (price band)? a) 2-5 b) 6-10 c) 11-15 d) 16-25 e) Above 25 Q10. Why do you repurchase a particular ball-point pen? a) Brand image b) Usage life of refill c) Easy Availability d) Affordable price e) Design f) Durability g) Easy to Carry h) Others (Please specify)
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Q11. Rate these brands on the basis of following factors on a scale of 1-7 Note: If you have not used any of the brands then ignore the column 1-Lowest, 7-Highest
Factor Affordable price Availability Value for money Brand Image Design Grip Easy to carry Smoothness Durability Longevity of Use Reliability Leakage of Ink Usage life of Refill Facility of refills
Cello
Reynolds
Add
Parker
Linc
Rotomac
Local brands
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Q12. What is your Gender? a) Male b) Female
Q13. What is your age (years)? a) 10-18 b) 19-27 c) 28-50
d) 51 and above
Q14. What is your occupation? 6) Student 7) Doctors 8) Business man 9) Professors and Lecturers 10) Other working professional (Please specify) Q15. If you are a student, Which course are you currently studying? a) Engineering b) Medicine c) Business Management
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d) Hotel Management e) High School f) Commerce g) Media & Arts
h) Others (Please specify)
Appendix 1(a). Questionnaire for Retailers of Ballpoint Pen Q1. What are the average monthly sales of ballpoint pen? Rs. __________________ Qty sold ______________ Q2. What is most preferred price range for ballpoint pens by consumers? a) 2-5 b) 6-10 c) 11-15 d) 16-15 e) 25-50 f) 50-250 g) Above 250 Q3. Which is most recognized brand of ballpoint pen among consumers? a) Cello b) Link c) Luxor
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d) ADD e) Parker f) Pierre Cardin g) Local Brands Q4. What is the most sought after quality in a ballpoint pen from consumers? a) Brand b) Life of refill c) Easy Availability d) Affordable price e) Design f) Durability g) Easy to Carry h) Others (Please specify) Q5. Which age group people are the most extensive buyers of ballpoint pen? a) 10-18 b) 19-27 c) 28-50
d) 51 and above
Q6. How is the market for refills of ballpoint pen? Very good/ Good/ Satisfactory/ Bad/ Very bad
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doc_731332836.doc
The objective of this research was to profile the market for the ball point pen in Manipal.
MARKETING RESEARCH
Theme III
Research study on BALL POINT PEN MARKET IN MANIPAL
Presented by Team F (Group VI)
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EXECUTIVE SUMMARY:
The objective of our research was to profile the market for the ball point pen in Manipal. We initiated our research by coming up with dummy finding. The dummy finding helped us in determining various factors which would help in profiling the market for ball point pen. Based on this, the required questionnaire were framed which consisted of 16 questions and was circulated by amongst various colleges (MIM, MIT, KMC), schools (Madhava Kripa, MJC), working professionals (Syndicate bank, Manipal Sikkim university) around Manipal. The survey for TAPMI students were taken through www.eSurveysPro.com .The respondents totaled up to 200, out of which our target sample was 176. The data collated was based on the 11 factors which would affect the purchasing decision of ball point pen. The factors includes price, brand image, user friendliness, grip, designing, longevity of the use, smoothness, availability, availability in different colours, facility of refill, leakage of ink, to conclude the most important factor which would affect the buying behavior , factor analysis was carried out, the result was there were 3 main components : COMPONENT 1: COMPONENT 2: COMPONENT 3: Smoothness, Leakage of ink and longevity of use of ball point pen Price and Brand of the ball point pen. Availability of different colours.
The total variance explained by these components was 61.863 %. The 3 different Chi-square test was conducted to verify the relationship between the • • • Variables Amount spent and Occupation. Different types of pen and Occupation. Different Course studying and frequency of purchase.
Considering this aspect the respondents were asked to rate the major brands of ball point pen across different attributes on a scale of 1-7 (7 being highest).
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With the help of cross tabs we could figure out percentage of sampled population (students from different courses, working professionals) which number of times ball point was purchased pen over a period of weeks and month, their choice of pen and the amount they are ready to spend for ball point pen. The major findings after conducting various tests were: • • • • Factors related to usage of pen are most important Price and Brand are also given significant weight. Significant Association between amount spent by the respondent and his occupation. Significant Association between type of pen preferred by the respondent and his occupation. • • • • • Significant Association between the Course studying and frequency of purchase. Parker is the highest rated Brand Cello is rated highest in terms of affordable price and availability. Reynolds is rated high on factors related to utility of pen. Local brands was not preferred by the respondents mainly because its unavailable in different shops , though priced less it lacks various other factors.
From all this tests we have concluded that Cello ball point pen is the most preferred brand in Manipal, Students is Manipal purchase pen ranging from Rs.6-Rs10 from the stationery shop. Though the brand image of Parker was high when compared to other brands, cello was preferred the most because it was available easily at affordable price and writes smoothly, which played a major role in making decision on purchase of the ball point pen. It was also observed that students preferred ball point pen than the working professionals, which was one of the major finding from our survey and tests conducted.
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TABLE OF CONTENTS
SL. NO. 1. 2. 3. 4. 5. TOPIC Introduction Objective Research methodology Research Procedures Data findings 6. 7. 8. 9. 10. 11. 12. 13. Factor analysis Perceptual mapping Major findings Other findings Conclusion Recommendations Limitations References 8 20 23 24 27 29 29 30 31 analysis & PAGE NO. 1 1 2 5 6
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Appendix
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INTRODUCTION:
The Ball point pen market for India has been very successful, Indian ball point pen are of good quality and there are many players in market. Some of the most popular brands in the Indian pen market comprised of domestic brands such as Reynolds, Luxor, Cello, Rotomac, Kores, Today's, Montex, Parker and Add pens and foreign brands such as Mont Blanc, Flair (with Pierre Cardin), Uniball and more. Consumers now had a wider choice, both in terms of different variety and the number of brands available. This has lead to fierce competition in the industry, and different companies of ball point pen have come with additional features to confront the situation. They are providing the pens with different ink colours and also the one with easily availability of refills. Such additional features have definitely influenced the buying behavior of the consumer to a certain extent. Manipal being the place offering more than 195 courses across 20 colleges, the main market for pen would be from the students spread across these courses. Apart from this there are many working professionals under different institutes who are major users of ball point pens. The research of profiling the market for ball point pen was mainly conducted to identify the people who uses ball point pen preferably than to the other type of pen and the various factors which influences their buying behavior with regards to purchase of the pen. Various factors like the brand, whether the person buying a ball point pen would consider this or whether he would look into the features of a particular pen. For e.g.: Cello pen is preferred because of the grip and the smoothness it provides to the customer or whether the additional features adds value to their purchase of particular pen. Hence the study was done considering all these factors to determine the appropriate market of the ball point pen in Manipal.
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OBJECTIVE OF THE STUDY:
To profile the market for Ball-point pens in Manipal. The Manipal has diversified market for ball point pen. There are students pursuing different courses like engineering, business management, hotel management, medical etc. working professionals, business man, and local crowd. Based on this, our study was mainly related to check on the present usage of the ball point pen in Manipal and which is the market segment which predominantly ruled the ball point pen market and the different variance which affected the ball point pen market.
RESEARCH METHOD
The project objective was to profile the ball-point pen market in Manipal. With this regard we divided the research method into:1. Preparing the dummy findings: The individual assignment given to the Team members to list down the dummy findings was particularly useful in structuring the Research Project. We could vaguely identify the research findings required. The thoughts of the team members were collated and put on paper. 2. Focus Group Discussions: The initial part of the research project involved two focus group discussions which were held amongst our friends in TAPMI. The sessions yielded an exhaustive list of factors which people kept in mind while buying a pen/ ball-point pen. The list included factors like price, brand, availability, design and longevity of use. These factors were used to frame the main questions of the survey. 3. Brainstorming sessions amongst the team members: -
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The team then sat for a brainstorming session where the questions to be asked in the survey were discussed. The procedure to carry on with the research was decided and the tasks were divided amongst the various team members. 4. Preparing the questionnaire We knew that framing the correct questions was the first thing we need to do in a good Research Project. While preparing the questionnaire we had the end results in mind. We understood that to use the collected data of the survey in SPSS, we need to structure our questions in the correct manner so that we could get the proper set of data. We had to keep in mind that the data should not be skewed towards any of the demographic segments. The ordering of the questions was taken special care of, so that the respondent finds it simple to answer. The demographic questions like age, gender and occupation were kept towards the end of the questionnaire. The questionnaire started with generic questions about the pen-buying behavior of the respondents, and then we moved into specific questions related to the ball-point usage. The generic questions were put in the beginning so that the respondent would not be biased towards the ball-point pen usage. For example, a person who primarily uses a gel pen or a micro-tip pen might not be too interested to answer about the ball-point pens from the very beginning. In other cases, like that of a school student below the age of 12, he might not have used a pen exclusively to answer the intricate questions like influencing factors while purchasing a pen. The child might not have purchased a pen after all, but may still know how a pen writes and the various factors that he likes in a pen. The various factors that he likes in a pen can be taken to be the factors that he might look forward when he actually goes out to buy a pen when he grows older. Our target to cover this segment was mainly because to see the newer trends that is evolving amongst the children. The questions like the type of pen used, color of ink, purchase frequency, number of pens purchased at once relate to the pen usage of the respondents. These questions were used to profile the pen usage of the respondents. Question 7 related to the most important factors influencing the purchase of a ball-point pen. The factors in the matrix were the
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same that were found in the focus GDs. The respondents were asked to rate the factors on a scale of 1-5. They just had to tick in the grids and thus it was effortless on their part to answer this question. We could later find that this question helped us to dig out the most important factors that the students kept in mind when they purchased a pen. We could find that there were quite a significant number of relationships between the age and occupation of the respondents and the factors that they have given more importance. Here on the questions related to the ball-point pen usage in particular and we entered into the core of our study. Questions like most preferred brand of a ball-point pen, point of purchase, amount spent on each purchase, reasons of repurchase of a specific brand were targeted towards finding whether any significant relationship existed amongst any of these variables or not. For example doctors at KMC Manipal mostly preferred branded costlier and branded pens. Question number 12 asked to rate the most common brands with respect to 15 factors. This question was the most important question in the whole research because this collected the data with regards to the perception of the users about the different brands. The consumers are exposed to various facts and figures, but it is the perception which matters the most when they buy a particular brand of pen. This was the most time consuming question and some of the respondents were casual in answering it. Some of the respondents left this question unanswered. We requested them to fill in the numbers and ensured that they did so, however reluctantly. We later asked the other respondents to rate only those brands which they use extensively or are very well acknowledged about their price and various features. A different questionnaire was prepared for the retailers. Facts about the total units sold and revenue generated were obtained. The other questions were related to the most extensive users of ball-point pens, most preferred brand and the features which the consumers look into while buying a ball-point pen.
5. Using SPSS to arrive at the Research Findings
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We use SPSS for arriving at different output test analysis for the ball point pen market in Manipal. Some of the major tests used where explained as follows. • Factor analysis Factor analysis is a statistical method used to describe variability among observed variables in terms of fewer unobserved variables called factors. The observed variables are modeled as linear combinations of the factors, plus "error" terms. The information gained about the interdependencies can be used later to reduce the set of variables in a dataset. • Cross tabulations A cross tabulation can be done by combining any two of the questions & tabulating the results together. A cross tabulation (often abbreviated as cross tab) displays the joint distribution of two or more variables. • Multi dimensional scaling Multidimensional scaling (MDS) is a set of related statistical techniques often used in information visualization for exploring similarities or dissimilarities in data. MDS is a special case of ordination. An MDS algorithm starts with a matrix of item–item similarities, and then assigns a location to each item in N-dimensional space, where N is specified a priori. For sufficiently small N, the resulting locations may be displayed in a graph or 3D visualization. • Cluster analysis Cluster analysis sorts through the raw data and groups them into clusters. Cluster analysis, like factor analysis and multi dimensional scaling, is an interdependence technique: it makes no distinction between dependent and independent variables. The entire set of interdependent relationships is examined. It is similar to multi dimensional scaling in that both examine inter-object similarity by examining the complete set of interdependent relationships. The difference is that multi dimensional scaling identifies underlying dimensions, while cluster analysis identifies clusters. Cluster analysis is the
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obverse of factor analysis. Whereas factor analysis reduces the number of variables by grouping them into a smaller set of factors, cluster analysis reduces the number of observations or cases by grouping them into a smaller set of clusters.
PROCEDURES
We want to understand what drives and motivates the ball-point purchase behavior of the people in Manipal. We researched by asking questions and by searching for answers to those questions which were satisfactory, methodologically valid, and balanced. We targeted a sample size of 150 respondents with a proper mix of age, gender and occupation. In total we could survey 176 people, which included 23% females. We included both online and printed survey. The online survey was done using eSurveysPro.com and the questionnaire link was mailed to all the PGP 1 and 2 students of TAPMI. Our sample size exceeded the targeted sample size, mainly due to the benevolence showed by our fellow TAPMIans. In total we could get about 70 respondents from the Institute. As Manipal is mainly a student-populated area, we could survey only 15 working professionals. Most of the respondents were students. The various institutions covered were KMC, MIT, MIC, MIM and Madhava Kripa School. The working professionals were mainly from Syndicate Bank and Manipal University. We targeted to have a uniform mix of respondents and the team members were allocated different points across Manipal to do the survey. We could get about 70 online responses from TAPMI and the rest were in the form of physical survey. When we surveyed the respondents, we did not disclose that we were focusing only the Ballpoint pen in Manipal. We introduced ourselves as students of TAPMI, doing a market research survey on the Pen usage in Manipal. Hence the respondents were not biased towards a particular type of pen from the beginning. The later part of the questionnaire which was related to the specific usage of ball point pen was not evident from the starting questions and hence the respondents gave impromptu answers to the later questions. While we surveyed the retailers, we however stated our objective clearly, because we required hard-core facts to be obtained from them. DATA ANALYSIS AND FINDINGS The population in Manipal is approximately around 15000-19000. It comprises mostly of
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1) Student 2) Doctors 3) Business man 4) Professors and Lecturers 5) Working professional During the data collection care was taken to get a sizeable sample from each of the segment.
Chart displays the breakup of course studying of respondents
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The graph above explains the breakup of educational backgrounds i.e. the course studying with the table. This helps in understanding better, the type of respondents & their educational background & how it influences their purchase of pens.
No of Course Studying
Engg Medicine Business mgmt Hotel mgmt High school Commerce Media and arts Others Total
users
31 24 50 2 2 2 3 10 124
Chart displays the breakup of occupation breakup of respondents
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The above graph explains the occupation break up of different professionals. This data helps in arriving at the relation between the occupation & other purchasing parities of a pen. The tabulations on the basis of which this graph was drawn is explained below.
Occupation STUDENT DOCTOR OTHER WORKING PROFFESSIONAL Total
73 9 18 100
FACTOR ANALYSIS: In the questionnaire data was collected pertaining to different factors considered while purchasing any ballpoint pen. The following factors were considered important to while buying: • Price • Brand • User Friendly • Grip Design • Smoothness • Longevity of use • Availability • Facility of Refills • Availability in Different Ink colors • Leakage of Ink
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The factor analysis was performed on this to group different factors into common components. This was done to reduce the number of factors and trying to understand the important factors considered by a buyer.
The following was the SPSS output of the factor analysis:
Total Variance Explained Initial Eigenvalues Comp onent 1 2 3 4 5 6 7 8 9 10 11 Total 4.625 1.143 1.037 .912 .760 .677 .494 .447 .363 .329 .214 % of Variance 42.047 10.387 9.428 8.290 6.906 6.158 4.489 4.060 3.302 2.990 1.942 Cumulative % 42.047 52.435 61.863 70.153 77.059 83.216 87.705 91.765 95.068 98.058 100.000 Total 4.625 1.143 1.037 Extraction Sums of Squared Loadings % of Variance 42.047 10.387 9.428 Cumulative % 42.047 52.435 61.863 Total 2.599 2.217 1.989 Rotation Sums of Squared Loadings % of Variance 23.624 20.157 18.082 Cumulative % 23.624 43.781 61.863
Extraction Method: Principal Component Analysis.
The total variance explained by the three major components is 61.863 % Component 1 explains 42.1% of the variance while component 2 explains 10.3% and 9.5 % of the variance is explained by the component 3.
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Rotated Component Matrixa
Component 1 PRICE BRAND USER_FRIENDLY GRIP DESIGN SMOOTHNESS LONGETIVITY_OF_USE AVAILABILITY FACILITY_OF_REFILLS AVAILABILITY_IN_DIFF_COLORS LEAKAGE_OF_INK Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 5 iterations. .338 .048 .247 .267 .409 .664 .802 .579 .508 .007 .711 2 .705 .847 .576 .551 .197 .375 .070 .388 .117 .058 .122 3 -.123 .223 .494 .516 .399 .210 .213 .198 .596 .878 -.017
In the factor analysis we got three components whose Eigen values were greater than 1 the rest of the components were ignored. The same is represented by the screen-plot as shown
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Only those factors whose values were more than .6 in a component were considered for that particular component. Component 1 consists of factors • • • Smoothness Leakage of Ink Longevity of Use
Component 2 consists of factors • • Price Brand
Component 3 consist of factor – availability in different ink colors
The total variance explained by these components was 61.863 % of the total variance.
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The factor analysis of the variables presents a very interesting aspect. It shows that component 1 which explains the maximum data i.e. 42.7 %, consisting of variables like smoothness, leakage of ink and longevity of use, discerns the fact that users give maximum weight to variables pertaining to the utility features of a ballpoint pen. Chi-Squared Test 1 To analyze if there is any relationship between amount spent on pens and occupation a ChiSquare test was performed. Null Hypothesis: No association between amount spent and occupation of the respondents
Chi-Square Tests
Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 30.260
a
df 6 6 1
Asymp. Sig. (2-sided) .000 .000 .000
28.448 17.590 168
The significance value of this test was .000 thereby proving that there is significant association between amount spent by the respondent and his occupation. To identify the relation the below shown crosstab was prepared, some of the significant findings from the crosstab was as below:
•
Around 47% of students spent in the range of 6-10 on a ballpoint pen. It indicates that most of the students are spent less on a ballpoint pen but at the same time they go for a medium quality pen.
•
Around 37% of doctors spent in the range 2-5 as well as 6-10 on a ballpoint pen. It indicates that doctors too spent less on a ballpoint pen and they are not so much bothered about quality of the pen.
•
Around 79% of working professionals spent in more than 11 on a ballpoint pen. It indicates that they ready to spend more and would like to purchase a higher quality pen.
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OCCUPATION * AMOUNT_SPENT Crosstabulation
AMOUNT_SPENT 2-5 OCCUPATION STUDENT Count Expected Count % within OCCUPATION % within AMOUNT_SPENT % of Total DOCTOR Count Expected Count % within OCCUPATION % within AMOUNT_SPENT % of Total OTHER WORKING Count Expected Count 19 19.0 15.4% 73.1% 11.3% 6 2.5 37.5% 23.1% 3.6% 1 4.5 3.4% 3.8% .6% 26 26.0 15.5% 100.0% 15.5% 6-10 58 50.5 47.2% 84.1% 34.5% 6 6.6 37.5% 8.7% 3.6% 5 11.9 17.2% 7.2% 3.0% 69 69.0 41.1% 100.0% 41.1% 11-15 39 42.5 31.7% 67.2% 23.2% 4 5.5 25.0% 6.9% 2.4% 15 10.0 51.7% 25.9% 8.9% 58 58.0 34.5% 100.0% 34.5% ABOVE 25 7 11.0 5.7% 46.7% 4.2% 0 1.4 .0% .0% .0% 8 2.6 27.6% 53.3% 4.8% 15 15.0 8.9% 100.0% 8.9% Total 123 123.0 100.0% 73.2% 73.2% 16 16.0 100.0% 9.5% 9.5% 29 29.0 100.0% 17.3% 17.3% 168 168.0 100.0% 100.0% 100.0%
PROFFESS % within OCCUPATION % within AMOUNT_SPENT IONAL % of Total Total Count Expected Count % within OCCUPATION % within AMOUNT_SPENT % of Total
Chi-Squared Test 2: The second test was performed to analyze in significant association between type of pen bought with occupation Null Hypothesis: No significant association between the occupation and preferred type of pen.
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Chi-Square Tests
Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 50.643
a
df 6 6 1
Asymp. Sig. (2-sided) .000 .000 .000
48.671 26.278 170
The significance value for this test was .000 thus the conclusion that can be drawn is there is significant association between type of pen preferred by the respondent and his occupation. The association can be inferred from the below crosstab:
•
Around 71% of students prefer ballpoint pen. It probably indicates that they want a pen with low maintenance and is not fragile. The ballpoint pen is stronger than micro-tip and gel pens and has lower maintenance than ink pen. The same finding was true amongst doctors.
•
Around 47% of working professionals preferred gel pen which are costlier than ballpoint pen. Thus they are ready to spend more and even if the gel pen gets damaged they have the money to buy more pens.
•
33.3 % of the surveyed working professionals preferred using Ink pens.
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OCCUPATION * TYPE_OF_PEN Crosstabulation
TYPE_OF_PEN BALLPOINT PEN OCCUPATIO STUDENT Count N Expected Count % within OCCUPATION % within TYPE_OF_PEN % of Total DOCTOR Count Expected Count % within OCCUPATION % within TYPE_OF_PEN % of Total OTHER Count WORKING Expected Count PROFFES % within OCCUPATION SIONAL Total % within TYPE_OF_PEN % of Total Count Expected Count % within OCCUPATION % within TYPE_OF_PEN % of Total 88 75.1 71.0% 85.4% 51.8% 12 9.7 75.0% 11.7% 7.1% 3 18.2 10.0% 2.9% 1.8% 103 103.0 60.6% 100.0% 60.6% 6 12.4 4.8% 35.3% 3.5% 1 1.6 6.2% 5.9% .6% 10 3.0 33.3% 58.8% 5.9% 17 17.0 10.0% 100.0% 10.0% MICROT INK PEN IP PEN 14 13.1 11.3% 77.8% 8.2% 1 1.7 6.2% 5.6% .6% 3 3.2 10.0% 16.7% 1.8% 18 18.0 10.6% 100.0% 10.6% GEL PEN 16 23.3 12.9% 50.0% 9.4% 2 3.0 12.5% 6.2% 1.2% 14 5.6 46.7% 43.8% 8.2% 32 32.0 18.8% 100.0% 18.8% Total 124 124.0 100.0% 72.9% 72.9% 16 16.0 100.0% 9.4% 9.4% 30 30.0 100.0% 17.6% 17.6% 170 170.0 100.0% 100.0% 100.0%
Chi- Squared Test 3: The third test was performed to analyze any relationship between course studying and frequency of purchase. Null Hypothesis: No significant association between the course studying and frequency of purchase.
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Chi-Square Tests
Value Pearson Chi-Square Likelihood Ratio Linear-by-Linear Association N of Valid Cases 93.861
a
df 28 28 1
Asymp. Sig. (2-sided) .000 .000 .181
67.928 1.791 124
Again the significance level for this test was .000, disproving the null hypothesis. The alternate hypothesis that there is a significant association between the course studying and frequency of purchase was proved correct. The association can be inferred from the below crosstab:
•
Around 48% of engineers bought a pen once a week indicating their higher usage pattern.
•
Amongst the students studying medicine (62.5%), business management (76%) and others, maximum of them bought a pen once a month. This indicates their lower usage pattern which might be due to laptops used by business management and more practical’s attended by medicine students.
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COURSE_STUDYING * PURCHASE_FREQUENCY Crosstabulation
PURCHASE_FREQUENCY TWICE A WEEK COU ENGG RSE_ STUD YING Count Expected Count % within COURSE_STUDYI NG % within PURCHASE_FRE QUENCY % of Total MEDICINE Count Expected Count % within COURSE_STUDYI NG % within PURCHASE_FRE QUENCY % of Total BUSINESS MGMT Count Expected Count % within COURSE_STUDYI NG % within PURCHASE_FRE QUENCY % of Total HOTEL MGMT Count Expected Count % within COURSE_STUDYI NG % within PURCHASE_FRE QUENCY % of Total HIGH SCHOOL Count Expected Count % within COURSE_STUDYI % within PURCHASE_FRE QUENCY .0% .0% 2.9% .0% .0% 1.6% .0% .0% 100.0% .0% .0% 100.0% NG MARKETING RESEARCH STUDY ON BALL POINT PENS Page | 23 .0% 0 .2 .8% 0 .3 .8% 2 1.1 .0% 0 .3 .0% 0 .1 1.6% 2 2.0 .0% 5.0% 1.4% .0% .0% 1.6% .0% 50.0% 50.0% .0% .0% 100.0% 2.4% 0 .2 1.6% 1 .3 30.6% 1 1.1 4.8% 0 .3 .8% 0 .1 40.3% 2 2.0 21.4% 10.0% 54.3% 37.5% 25.0% 40.3% 6.0% 4.0% 76.0% 12.0% 2.0% 100.0% 3.2% 3 5.6 .0% 2 8.1 12.1% 38 28.2 4.0% 6 6.5 .0% 1 1.6 19.4% 50 50.0 28.6% .0% 21.4% 31.2% .0% 19.4% 16.7% .0% 62.5% 20.8% .0% 100.0% 3.2% 4 2.7 12.1% 0 3.9 6.5% 15 13.5 3.2% 5 3.1 .0% 0 .8 25.0% 24 24.0 28.6% 75.0% 11.4% 25.0% .0% 25.0% 12.9% 48.4% 25.8% 12.9% .0% 100.0% 4 3.5 ONCE A WEEK 15 5.0 ONCE A MONTH 8 17.5 ONCE IN 6 ONCE IN A MONTHS 4 4.0 YEAR 0 1.0 Total 31 31.0
PERCEPTUAL MAPPING: The perceptual mapping was done to infer how a buyer perceives a brand on different factors. The respondents asked to rate the major brands across different factors. The following brands were considered: • • • • • • Cello Reynolds Montex Parker ADD Other Local Brands
Each of the respondents was asked to rate these brands on a scale of 1 to 7 on the following factors: • Price
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• • • • • • • • •
Brand Image Design Availability Smoothness Durability Longevity of Use Leakage of Ink Usage life of Refill Facility of refills
The canonical discriminant function for perceptual analysis is as shown below:
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The detail graph of brands along with factors is shown in the below graph:
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In this the prominent factors on different axes are given below:
•
Positive X-axis: Affordable Price, Availability, Longevity of use.
•
Positive Y-axis: Usage Life of Refill, Facility of Refills, Leakage of Ink, Durability, Brand, Design
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MAJOR FINDINGS
1) In this Cello and Reynolds lie in the positive quadrant of X-axis indicating that respondents
regard both this brands higher on affordable price, usage life of refill, facility of refills, durability, etc.
2) The respondents felt that ADD wasn’t strong on any of the parameters since it lies very close
to the origin.
3) For Link respondents felt that its performance on life of refill, facility of refills, durability,
etc was lower compared to other brands.
4) Brand Parker was placed on extreme negative side of X-axis indicating that respondents feel
that it doesn’t lie in the affordable price range but the users rate brand Parker high in terms of parameters like Brand Image and Design.
5) Local Brands are found out to be very insignificant in terms of various parameters. This is due to the fact that the users in Manipal don’t know much about the existence of these brands.
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OTHER FINDINGS
1. Most Preferred Brand Cello is found to be the most preferred brand among the respondents with a score of 44%. The perceived value of the brand in terms of parameters like price and durability is high. Reynolds follows Cello in brand preference with preference score of 20%. Montex, ADD, Luxor and Linc fare low with approximately 6% each. Pierre Cardin and Parker have the lowest brand preference which could possibly be attributed to their high price.
Chart. Brand Preference of the ball-point pen users
2. Place of Purchase
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The major options considered for purchase of ball-point pens were grocery store, stationery shop and supermarkets based on the initial study. Based on the study, it is observed that stationery store is the most preferred place of purchase. 74% of the respondents preferred to buy a ball-point pen from stationery stores. Grocery store and supermarkets are preferred way below at 12% and 10%, respectively.
Chart. Preference for place of purchase among ball-point pen users
3. Most Preferred Price Range Most preferred price range for the purchase of ball-point pens was found to be in the band of Rs. 6 – Rs.10. About 41% of the respondents preferred to buy a ball-point pen in this range. 35% of the respondents preferred to purchase pens in the range Rs. 11- 15. The respondents who preferred to purchase highly priced pens above Rs. 25 are only 9%, while those who preferred among the price band of Rs. 2 – 5 is about 15%.
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Chart. Most preferred price range among ball-point pen users
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CONCLUSIONS AND FINDINGS
The various tools used to analyze the data collected and the corresponding results obtained there from, are: • Factor analysis – It helped us in grouping the correlated variables together. The variables factored into 3 main components: i. ii. iii. Component 1 - Smoothness, Leakage of Ink and Longevity of Use Component 2 - Price and Brand Component 3 - Availability of different ink colors
From studying the above three components we can say that the users of pen give maximum preference to attributes which relate to the usage of pens, for example, smoothness, longevity etc. After usage comes parameter like price and brand. The remaining attributes come later in the level of importance for the users of pen. • Chi- squared tests – Three chi- square tests were conducted which gave us the following results:
i.
Significant Association between amount spent by the respondent and his occupation – it was found that students would like to spend between Rs. 6-10 for a pen whereas working professionals are likely to spend Rs. 10-15 for a pen.
ii.
Significant Association between type of pen preferred by the respondent and his occupation – it was found that working professionals are likely to use ink pens more often than students.
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iii.
Significant Association between the course studying and frequency of purchase – it was found that engineers were found to make purchases more frequently as compared to management students.
•
Perceptual Mapping – We used a 7 – point scale, with 7 being the maximum and 1 being the minimum. Respondents asked to rate the major brands like, Reynolds, Linc, Parker, ADD, Cello etc. across different parameters like longevity, grip, availability, price, brand etc. some of the findings were: i. ii. iii. iv. Parker is the highest rated Brand Cello is rated highest in terms of affordable price ADD is centrally placed Reynolds scores high on factors like price, availability while it scores low on factors like brand image and design v. vi. Linc is rated highest in terms of longevity of use Local brands score low on various factors like facility of refills and leakage of Ink, etc.
•
Cross tabulation – some of the results obtained are as follows:
i. ii.
74% respondents purchase pens from stationery shops 44% respondents favored Cello over other brands of pens
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iii. iv. v. vi. vii. viii. ix. x.
11.3 % sampled population purchased a pen Twice a week 56.5% respondents purchased a pen Once a Month 48% engineering students purchased pens Once a Week 76% management students purchased a pen Once a Month 71 % students preferred purchasing a BallPoint Pen 33.3 % working professionals preferred purchasing an Ink Pen 47.2% students purchase a pen in price band of Rs. 6-10 51.7 % working professionals purchase a pen in price band of Rs.11-15
RECOMMENDATIONS:
After having thoroughly analyzed the findings, we as a group would like to make the following recommendations:
i.
The market for Ballpoint pens in a place like Manipal, which is a hub of students, is huge. In the study we have already seen that 71 % students preferred purchasing a BallPoint Pen.
ii.
Engineering students should be targeted as around 48% of them purchase pens once a week.
iii.
Availability is a major concern as there are many close substitutes available. Hence, is must be taken care of by all the Ballpoint pen brands.
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iv.
Brand Cello should work on improving the grip and its reliability aspect of its pens. If measures are taken to improve these attributes then its preference among users will further increase.
v.
Local brands have to work on their attributes relating to usage and brand image. Presently, they mainly survive on their lower prices as compared to other pens.
vi. vii.
Brand Parker should focus on reducing its cost and thus, increase its value for money. Brand Cello is very well placed as the customers rate this brand high on major factors, like smoothness, price, and facility of refills, affecting the decision making process of the consumer.
LIMITATIONS OF THE STUDY:
The limitations of the research were: i. ii. iii. Some respondents were unwilling to fill up the ratings for all brands of pen Some respondents were biased towards a particular brand which could have made the data collected a little skewed The sample size of around 176 respondents is not very representative. Due to lack of resources and time constraints we could not increase the sample size of the study
REFERENCES:
i.
ii. iii. iv.
Marketing Research by Rajendra Nargundkar www.google.com www.wikipedia.com www.indiastat.org
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Appendix- 1: Questionnaire for the respondents Project Objective: Profile the Ballpoint pen market in Manipal. Sample Questionnaire Q1. What type of pen do you prefer to purchase? a) Ballpoint pen
b) Ink pen
c) Micro-tip pen d) Gel pen
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e) Others (Please specify) Q2) Which color of ink you use most? a) Blue b) Black c) Red d) Green e) Others (Please specify) Q3. How often do you purchase a pen? a) Twice a week b) Once a week c) Once a month d) Once in six months e) Once in year Q4.How many ballpoint pens do you purchase at once? a) 1 b) 2-5 c) 6-10 d) Above 10 If you select option (b), (c) and (d) then please answer q5 Q5. Why do you purchase more number of pens at once? a) Examination b) Monthly Office Stationary c) Attractive Discounts d) Others (Please specify)
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Q6. While purchasing a ballpoint pen, rate the order of importance given to each of the following factors. Scale (1-7) 1- Lowest 7-Highest Note: Please tick mark in the respective box
Factor Price Brand User Friendly Grip Design(outlook) Smoothness Longevity of Use Availability Facility of refills Availability in different Ink colors Leakage of Ink
7
6
5
4
3
2
1
Q7. Which is your most preferred brand for a ballpoint pen? a) Cello b) Link c) Luxor d) ADD e) Parker f) Reynolds g) Montex h) Pierre Cardin i) Local Brands
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Q8. From where do you purchase ballpoint pen? a) Grocery Store b) Stationary Shop c) Super market d) Medicine shop
e) Others (Please specify)
Q9. How much do you spend on purchase of a ballpoint pen (price band)? a) 2-5 b) 6-10 c) 11-15 d) 16-25 e) Above 25 Q10. Why do you repurchase a particular ball-point pen? a) Brand image b) Usage life of refill c) Easy Availability d) Affordable price e) Design f) Durability g) Easy to Carry h) Others (Please specify)
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Q11. Rate these brands on the basis of following factors on a scale of 1-7 Note: If you have not used any of the brands then ignore the column 1-Lowest, 7-Highest
Factor Affordable price Availability Value for money Brand Image Design Grip Easy to carry Smoothness Durability Longevity of Use Reliability Leakage of Ink Usage life of Refill Facility of refills
Cello
Reynolds
Add
Parker
Linc
Rotomac
Local brands
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Q12. What is your Gender? a) Male b) Female
Q13. What is your age (years)? a) 10-18 b) 19-27 c) 28-50
d) 51 and above
Q14. What is your occupation? 6) Student 7) Doctors 8) Business man 9) Professors and Lecturers 10) Other working professional (Please specify) Q15. If you are a student, Which course are you currently studying? a) Engineering b) Medicine c) Business Management
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d) Hotel Management e) High School f) Commerce g) Media & Arts
h) Others (Please specify)
Appendix 1(a). Questionnaire for Retailers of Ballpoint Pen Q1. What are the average monthly sales of ballpoint pen? Rs. __________________ Qty sold ______________ Q2. What is most preferred price range for ballpoint pens by consumers? a) 2-5 b) 6-10 c) 11-15 d) 16-15 e) 25-50 f) 50-250 g) Above 250 Q3. Which is most recognized brand of ballpoint pen among consumers? a) Cello b) Link c) Luxor
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d) ADD e) Parker f) Pierre Cardin g) Local Brands Q4. What is the most sought after quality in a ballpoint pen from consumers? a) Brand b) Life of refill c) Easy Availability d) Affordable price e) Design f) Durability g) Easy to Carry h) Others (Please specify) Q5. Which age group people are the most extensive buyers of ballpoint pen? a) 10-18 b) 19-27 c) 28-50
d) 51 and above
Q6. How is the market for refills of ballpoint pen? Very good/ Good/ Satisfactory/ Bad/ Very bad
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