Description
The objective of this study is to profile the ball point pen market in Manipal.
Marketing Research
Profile the Ball Point Pen Market in Manipal
Agenda
• Objectives and Scope • Research Method and Procedures
• Data Analysis and Findings
• Conclusions • Limitations
Objective
Profile the market for Ball-point pens in Manipal
Scope
• Inclusive of all students studying in different institutions in Manipal • Inclusive of working professionals
Research Method
• Dummy Findings • Framing Questionnaire • Collecting response online
www.eSurveysPro.com
• Sample size -176 • Mode of Questionnaire - Online and printed questionnaire
• No. of questions – 16
• Different Institutions covered for research :? KMC ? MIT ? Local School( Madhav Kripa public school) ? MIC ? Working Professionals( Syndicate bank, Manipal University) ? TAPMI & MIM
Criteria for selection of different samples
• Occupation • Course currently pursuing
DATA ANALYSIS AND FINDINGS
• Factor Analysis • Variables affecting purchase of different ballpoint pens ? ? ? ? ? ? ? ? ? ? ? Price Brand User Friendly Grip Design Smoothness Longevity of use Availability Facility of Refills Availability in Different Ink colors Leakage of Ink
Rotated Component Matrixa Component 1 2 3 .338 .705 -.123 PRICE .048 .847 .223 BRAND .247 .576 .494 USER_FRIENDLY .267 .551 .516 GRIP .409 .197 .399 DESIGN .664 .375 .210 SMOOTHNESS LONGETIVITY_OF_US .802 .070 .213 E .579 .388 .198 AVAILABILITY FACILITY_OF_REFILL .508 .117 .596 S
AVAILABILITY_IN_DIF F_COLORS LEAKAGE_OF_INK
.007 .711
.058 .122
.878 -.017
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 5 iterations.
Findings from Factor Analysis
3 Major Components
• 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 •Total variance explained by these components – 61.863 %
Chi- Squared Test -1
• Between Variables Amount spent and Occupation • Null Hypothesis : No association between amount spent and Occupation of the respondents Chi-Square Tests Asymp. Sig. (2Value df sided) Pearson Chi35.34 8 .000 Square 7a Likelihood Ratio 37.61 8 .000 1 Linear-by13.04 Linear 1 .000 7 Association
N of Valid 166 Cases a. 8 cells (53.3%) have expected count less than 5. The minimum expected count is .36.
• Result : Significance Value - .0000 • Conclusion : Significant Association between amount spent by the respondent and his occupation.
Chi- Squared Test - 2
• Between different types of pen and occupation.
• Null Hypothesis : - No significant association between the occupation and preferred type of pen.
Chi-Square Tests Value Pearson Chi-Square 28.366a Likelihood Ratio Linear-by-Linear Association N of Valid Cases 19.158 8.245 df 6 6 1 Asymp. Sig. (2-sided) .000 .004 .004
166
a. 7 cells (58.3%) have expected count less than 5. The minimum expected count is .25.
• Result : Significance Value - .0000
• Conclusion : Significant Association between type of pen preferred by the respondent and his occupation.
Chi- Squared Test – 3
• Between different Course studying and frequency of purchase.
• Null Hypothesis : - No significant association between the Course studying and frequency of purchase.
Chi-Square Tests Value 83.66 5a 83.97 6 df Asymp. Sig. (2sided)
Pearson Chi32 .000 Square Likelihood 32 .000 Ratio Linear-byLinear 8.019 1 .005 Association N of Valid 156 Cases a. 34 cells (75.6%) have expected count less than 5. The minimum expected count is .08.
• Result : Significance Value - .0000 • Conclusion : Significant Association between the Course studying and frequency of purchase.
Perceptual Mapping :
• Respondents asked to rate the major brands across different parameters. • Brands rated on a scale of 1-7
• Brands Considered - Cello - Reynolds - Montex - Parker - ADD - Other Local Brands
Major parameters
• Price • Brand Image • Design • Availability • Smoothness •Durability •Longevity of Use • Leakage of Ink •Usage life of Refill • Facility of refills
1 Affordable_price 0.5 Availability Value_for_money 0 1 2 Brand_Image Design Grip Easy_to_carry -1.5 Durability -2
0 -3 -2 -1
-0.5
-1
Significant Findings
• Parker is highest rated brand • Cello is rated high on parameters like Price and longevity of use. • Local brands score low on various factors like facility of refills and leakage of Ink, etc. • ADD is centrally placed • Reynolds scores high on factors like price, availability while it scores low on factors like brand image and design
Other Findings
• Most Preferred Brand
1.3% 6.7% Cello Linc Luxor
6.7%
1.3%
Reynolds
22.1% 50.3% Parker Montex Pierre Cardin ADD
6.0% 5.4%
Place of Purchase
1% 10% 13%
Grocery Stationary Shop Supermarkets Others
76%
Most Preferred Price Range
10% 22%
30%
2--5 6--10 11--15 Above 25
38%
Cross tabs
• 11.5 % sampled population purchased a pen Twice a week
• 53.2% respondents purchased a pen Once a Month
• 49% engineering students purchased pens Once a Week • 77.4% management students purchased a pen Once a Month • 75.7 % students preferred purchasing a BallPoint Pen. • 33.3 % working professionals preferred purchasing an Ink Pen • 52.8% students purchase a pen in price band of Rs. 6-10 • 50 % working professionals purchase a pen in price band of Rs.11-15
Conclusions and Findings
• Factor Analysis –
- Variables factored into 3 major components - Component1- Smoothness, Leakage of Ink and Longevity of Use - Component 2 – Price and Brand - Availability of different ink colors is a third component Conclusion Major factors considered while purchasing a Ballpoint Pen • Factors related to usage of pen are most important • Price and Brand are also given significant weight
CHI-SQUARED TESTS
Test 1
Conclusion : Significant Association between amount spent by the respondent and his occupation.
Test 2
Conclusion : Significant Association between type of pen preferred by the respondent and his occupation.
Test 3
Conclusion : Significant Association between the Course studying and frequency of purchase.
Perceptual Analysis
• Parker is the highest rated Brand • Cello is rated highest in terms of affordable price • Reynolds is rated high on factors related to utility of pen.
Other Findings
• Majority of respondents purchase pen from Stationary Shop. • Cello is the most preferred brand for BallPoint Pen. • Majority of people prefer to purchase a pen in the price band of Rs. 6-10
THANK YOU !!!!
doc_798939121.pptx
The objective of this study is to profile the ball point pen market in Manipal.
Marketing Research
Profile the Ball Point Pen Market in Manipal
Agenda
• Objectives and Scope • Research Method and Procedures
• Data Analysis and Findings
• Conclusions • Limitations
Objective
Profile the market for Ball-point pens in Manipal
Scope
• Inclusive of all students studying in different institutions in Manipal • Inclusive of working professionals
Research Method
• Dummy Findings • Framing Questionnaire • Collecting response online
www.eSurveysPro.com
• Sample size -176 • Mode of Questionnaire - Online and printed questionnaire
• No. of questions – 16
• Different Institutions covered for research :? KMC ? MIT ? Local School( Madhav Kripa public school) ? MIC ? Working Professionals( Syndicate bank, Manipal University) ? TAPMI & MIM
Criteria for selection of different samples
• Occupation • Course currently pursuing
DATA ANALYSIS AND FINDINGS
• Factor Analysis • Variables affecting purchase of different ballpoint pens ? ? ? ? ? ? ? ? ? ? ? Price Brand User Friendly Grip Design Smoothness Longevity of use Availability Facility of Refills Availability in Different Ink colors Leakage of Ink
Rotated Component Matrixa Component 1 2 3 .338 .705 -.123 PRICE .048 .847 .223 BRAND .247 .576 .494 USER_FRIENDLY .267 .551 .516 GRIP .409 .197 .399 DESIGN .664 .375 .210 SMOOTHNESS LONGETIVITY_OF_US .802 .070 .213 E .579 .388 .198 AVAILABILITY FACILITY_OF_REFILL .508 .117 .596 S
AVAILABILITY_IN_DIF F_COLORS LEAKAGE_OF_INK
.007 .711
.058 .122
.878 -.017
Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 5 iterations.
Findings from Factor Analysis
3 Major Components
• 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 •Total variance explained by these components – 61.863 %
Chi- Squared Test -1
• Between Variables Amount spent and Occupation • Null Hypothesis : No association between amount spent and Occupation of the respondents Chi-Square Tests Asymp. Sig. (2Value df sided) Pearson Chi35.34 8 .000 Square 7a Likelihood Ratio 37.61 8 .000 1 Linear-by13.04 Linear 1 .000 7 Association
N of Valid 166 Cases a. 8 cells (53.3%) have expected count less than 5. The minimum expected count is .36.
• Result : Significance Value - .0000 • Conclusion : Significant Association between amount spent by the respondent and his occupation.
Chi- Squared Test - 2
• Between different types of pen and occupation.
• Null Hypothesis : - No significant association between the occupation and preferred type of pen.
Chi-Square Tests Value Pearson Chi-Square 28.366a Likelihood Ratio Linear-by-Linear Association N of Valid Cases 19.158 8.245 df 6 6 1 Asymp. Sig. (2-sided) .000 .004 .004
166
a. 7 cells (58.3%) have expected count less than 5. The minimum expected count is .25.
• Result : Significance Value - .0000
• Conclusion : Significant Association between type of pen preferred by the respondent and his occupation.
Chi- Squared Test – 3
• Between different Course studying and frequency of purchase.
• Null Hypothesis : - No significant association between the Course studying and frequency of purchase.
Chi-Square Tests Value 83.66 5a 83.97 6 df Asymp. Sig. (2sided)
Pearson Chi32 .000 Square Likelihood 32 .000 Ratio Linear-byLinear 8.019 1 .005 Association N of Valid 156 Cases a. 34 cells (75.6%) have expected count less than 5. The minimum expected count is .08.
• Result : Significance Value - .0000 • Conclusion : Significant Association between the Course studying and frequency of purchase.
Perceptual Mapping :
• Respondents asked to rate the major brands across different parameters. • Brands rated on a scale of 1-7
• Brands Considered - Cello - Reynolds - Montex - Parker - ADD - Other Local Brands
Major parameters
• Price • Brand Image • Design • Availability • Smoothness •Durability •Longevity of Use • Leakage of Ink •Usage life of Refill • Facility of refills
1 Affordable_price 0.5 Availability Value_for_money 0 1 2 Brand_Image Design Grip Easy_to_carry -1.5 Durability -2
0 -3 -2 -1
-0.5
-1
Significant Findings
• Parker is highest rated brand • Cello is rated high on parameters like Price and longevity of use. • Local brands score low on various factors like facility of refills and leakage of Ink, etc. • ADD is centrally placed • Reynolds scores high on factors like price, availability while it scores low on factors like brand image and design
Other Findings
• Most Preferred Brand
1.3% 6.7% Cello Linc Luxor
6.7%
1.3%
Reynolds
22.1% 50.3% Parker Montex Pierre Cardin ADD
6.0% 5.4%
Place of Purchase
1% 10% 13%
Grocery Stationary Shop Supermarkets Others
76%
Most Preferred Price Range
10% 22%
30%
2--5 6--10 11--15 Above 25
38%
Cross tabs
• 11.5 % sampled population purchased a pen Twice a week
• 53.2% respondents purchased a pen Once a Month
• 49% engineering students purchased pens Once a Week • 77.4% management students purchased a pen Once a Month • 75.7 % students preferred purchasing a BallPoint Pen. • 33.3 % working professionals preferred purchasing an Ink Pen • 52.8% students purchase a pen in price band of Rs. 6-10 • 50 % working professionals purchase a pen in price band of Rs.11-15
Conclusions and Findings
• Factor Analysis –
- Variables factored into 3 major components - Component1- Smoothness, Leakage of Ink and Longevity of Use - Component 2 – Price and Brand - Availability of different ink colors is a third component Conclusion Major factors considered while purchasing a Ballpoint Pen • Factors related to usage of pen are most important • Price and Brand are also given significant weight
CHI-SQUARED TESTS
Test 1
Conclusion : Significant Association between amount spent by the respondent and his occupation.
Test 2
Conclusion : Significant Association between type of pen preferred by the respondent and his occupation.
Test 3
Conclusion : Significant Association between the Course studying and frequency of purchase.
Perceptual Analysis
• Parker is the highest rated Brand • Cello is rated highest in terms of affordable price • Reynolds is rated high on factors related to utility of pen.
Other Findings
• Majority of respondents purchase pen from Stationary Shop. • Cello is the most preferred brand for BallPoint Pen. • Majority of people prefer to purchase a pen in the price band of Rs. 6-10
THANK YOU !!!!
doc_798939121.pptx