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1. INTRODUCTION OF PEN INDUSTRY

A Brief History of Writing InstrumentsPart 1: Fromcave paintings to the quill pen -- how ink, paper and

pens were all were invented.

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

pencils, brushes.

Figure 1

The history of writing instruments by which humans have recorded and conveyed

thoughts, feelings and grocery lists, is the history of civilization itself. This is how

we know the story of us, by the drawings, signs and words we have recorded.

The cave man's first inventions were the hunting club (not the auto security

device) and the handy sharpened-stone, the all-purpose skinning and killing tool.

The latter was adapted into the first writing instrument. The cave man scratched

pictures with the sharpened-stone tool onto the walls of his cave dwelling. The

cave drawings represented events in daily life such as the planting of crops or

hunting victories.

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

drawings. These symbols represented words and sentences, but were easier and

faster to draw and universally recognized for meaning. The discovery of clay

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made portable records possible (you can't carry a cave wall around with you).

Early merchants used clay tokens with pictographs to record the

quantities of materials traded or shipped. These tokens date back to about 8,500

B.C. With the high volume of and the repetition inherent in record keeping,

pictographs evolved and slowly lost their picture detail. They became abstract-

figures representing sounds in spoken communication. The alphabet replaced

pictographs between 1700 and 1500 B.C. in the Sinaitic world. The current

Hebrew alphabet and writing became popular around 600 B.C. About 400 B.C.

the Greek alphabet was developed. Greek was the first script written from left to

right. From Greek followed the Byzantine and the Roman

(Later Latin) writings. In the beginning, all writing systems had only uppercase

letters, when the writing instruments were refined enough for detailed faces,

lowercase was used as well (around 600 A.D.)

The earliest means of writing that approached pen and paper as we know them

today was developed by the Greeks. They employed a writing stylus, made of

metal, bone or ivory, to place marks upon wax-coated tablets. The tablets made

in hinged pairs, closed to protect the scribe's notes. The first examples of

handwriting (purely text messages made by hand) originated in Greece. The

Grecian scholar, Cadmus invented the written letter - text messages on paper

sent from one individual to another.

Writing was advancing beyond chiselling pictures into stone or wedging

pictographs into wet clay. The Chinese invented and perfected 'Indian Ink'.

Originally designed for blacking the surfaces of raised stone-carvedhieroglyphics, the ink was a mixture of soot from pine smoke and lamp oil mixed

with the gelatine of donkey skin and musk. The ink invented by the Chinese

philosopher, Tien-Lcheu (2697 B.C.), became common by the year 1200 B.C.

Other cultures developed inks using the natural dyes and colours derived from

berries, plants and minerals. In early writings, different colour inks had ritual

meaning attached to each colour.

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The invention of inks paralleled the introduction of paper. The early Egyptians,

Romans, Greeks and Hebrews, used papyrus and parchment papers. One of

the oldest pieces of writing on papyrus known to us today is the Egyptian "Prises

Papyrus" which dates back to 2000 B.C. The Romans created a reed-pen perfect

for parchment and ink, from the hollow tubular-stems of marsh grasses,

especially from the jointed bamboo plant. They converted bamboo stems into a

primitive form of fountain pen. They cut one end into the form of a pen nib or

point. A writing fluid or ink filled the stem, squeezing the reed forced fluid to the

nib.

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

and gum, the basic formula, which was to remain in use for centuries. Its colour

when first applied to paper was a bluish-black, rapidly turning into a darker black

and then over the years fading to the familiar dull brown colour commonly seen in

old documents. Wood-fibre paper was invented in China in 105 A.D. but it only

became known about (due to Chinese secrecy) in Japan around 700 A.D. and

brought to Spain by the Arabs in 711 A.D. Paper was not widely used throughout

Europe until paper mills were built in the late 14th century.

The writing instrument that dominated for the longest period in history (over one-

thousand years) was the quill pen. Introduced around 700 A.D., the quill is a pen

made from a bird feather. The strongest quills were those taken from living birds

in the spring from the five outer left wing feathers. The left wing was favoured

because the feathers curved outward and away when used by a right-handedwriter. Goose feathers were most common; swan feathers were of a premium

grade being scarcer and more expensive. For making fine lines, crow feathers

were the best, and then came the feathers of the eagle, owl, hawk and turkey.

Quill pens lasted for only a week before it was necessary to replace them. There

were other disadvantages associated with their use, including a lengthy

preparation time. The early European writing parchments made from animal

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skins, required much scraping and cleaning. A lead and a ruler made margins.

To sharpen the quill, the writer needed a special knife (origins of the term "pen-

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

as fast as possible.

Plant-fiber paper became the primary medium for writing after another dramatic

invention took place: Johannes Gutenberg invented the printing press with

replaceable wooden or metal letters in 1436. Simpler kinds of printing e.g.

stamps with names, used much earlier in China, did not find their way to Europe.

During the centuries, many newer printing technologies were developed based

on Gutenberg's printing machine e.g. offset printing.

Articles written by hand had resembled printed letters until scholars began to

change the form of writing, using capitals and small letters, writing with more of a

slant and connecting letters. Gradually writing became more suitable to the

speed the new writing instruments permitted. The credit of inventing Italian

'running hand' or cursive handwriting with its Roman capitals and small letters,

goes to Aldus Manutius of Venice, who departed from the old set forms in 1495

A.D. By the end of the 16th century, the old Roman capitals and Greek

letterforms transformed into the twenty-six alphabet letters we know today, both

for upper and lower-case letters.

When writers had both better inks and paper, and handwriting had developed

into both an art form and an everyday occurrence, man's inventive nature once

again turned to improving the writing instrument, leading to the development of

the modern fountain pen.

Pen as a product is close to people of all walks of life at different age and of

different gender and the association of it is a life long one.

For some with a good quality pen at finger tips actually elevates their confidence

level and makes them feel good.

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According to the 2006 ACNielsen Retail Audit, ball pens forms the biggest chunk

of the pen market in India and accounts for 72 percent of the total pen

market followed by gel pen at 28 percent the brand leaders in this market are

Cello, GM pens and Jigneshwar

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2. OBJECTIVE OF STUDY

The objective of the study is follow:-

To find out the satisfaction level of Cello Brand in the mind of the consumer.

To know about the availability of Cello pen products in the different area.

To make the analysis of quality of Cello according to consumer view.

To find out if the consumer finding any problem regarding to Cello.

To know the real concept of Consumer Based Brand Equity (CBBE) with

regards to cello brand.

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3. RESEARCH METHODOLOGY

1. Data source:

The data sources are Primary and Secondary Source.

Primary source

To satisfy the objective of the research it is necessary to get the response from

the respondents, which act as primary source of data.

Secondary source

I have also used the secondary sources to collect the information like by asking

directly to the employees of cello pen, website of the Cello group, etc.

2. Approach: Interview

I have surveyed my respondents and recorded their responses for analysis. The

great strength of the survey as a primary data collection tool is its versatility.

Sampling Design:

Sampling Area : Vapi, Sarigam.

Sample Population : End user(Consumers), Customers and the

prospective consumers.

Sample Size : 100

Method of Data Collection : Primary and secondary data source.

Sampling technique : ConvenienceSampling and Quota Sampling.

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4. LIMITATION OF STUDY

Limited Area

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

Time limit

Due to the limited time extra survey was not possible.

Respondent drawback

Few number of respondent were illiterate, which result difficulty understanding

the respondent.

Respondent bias (Partiality)

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

Customer change in taste and preferences

Some respondent prefer different brand, and in future it was not said that they

will prefer with the same.

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1. Company Profile

CELLO'S MISSION

Figure 2

Cellos mission is to become the most admired and successful market research

and consulting group based in the UK with global reach. By combining

fundamental market research with value added advisory, data and delivery skills,we believe Cello can provide superior client service and attract the very best

talent in the industry.

ABOUT A CELLO WORLD

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

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consumers. A world of enduring values. A world in which every product

personifies unquestionable quality. A world in which unswerving trust is sustained

and the highest standards are maintained.

WRITE ON TARGET

What does it take to become a leader? What does it take to become a leader in a

field already dominated by giants? To become a super-giant?

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

goods in 1960. Many years later - brought into the field of writing implements.

Cello made its entry into plastic household goods and decided to compete

against well-established brands, under the guidance of founder and chairman G

D Rathod. What Cello added to the market was a clear vision of its own limitless

creative possibilities. Of the many new ways in which moulded plastics could

make life easier for you, me and the consumer next door. It began as a collectionof moulded plastic products, preferred by consumers because they offered

quality standards that they could take for granted. It was clear that strengths that

had proven them in one highly competitive market could be made to succeed in

yet another. Cello Pens became a market leader and continued to expand, today

producing just short of 4 million pens a day for a world wide market. Cello Europe

now provides hundreds of models of pen to the general public, small and large

business to suit every writing type. Offering a comfortable and smooth range of

pens that's making the world smile.

Cello Thermo ware Ltd. - Founded by Mr. G.D Rathod, Chairman, in May 10,

1986, at a small factory in Goregaon, Bombay, with just 60 workers and 7

machines engaged in the manufacture of the finest range of Casserole, or

Hotpots, as they were later positioned, that the Indian market had ever seen.

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The CELLO WRITING, the brand name CELLO has come up with various

designs and varieties in various ranges.

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

dealing in wide range of plastic products. Mr Ghisulal D Rathod (chairman of the

group) Mr. D. Rathod is assisted by his sons Mr. Pradeep G Rathod and

Mr Pankaj G Rathod and team of professional have made remarkable progress

in the last ten years by revolutionizing the industry by popularizing.

Inspire by this phenomenal success the group enter into the new line of

manufacturing of ball pen and set up a new unit named as cello Writing

Instruments in 1996 at Somnath Daman (U.T.).

According to the 2006 AC Nielsen Retail Audit, ball pens forms the biggest chunk

of the pen market in India and accounts for 72 percent of the total pen market

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

pens and Jigneshwar.

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

Pen market previously suffered from lack of organized information on the market

size or market shares of various players, since most players are not listed

companies and distribution was mostly limited to stationery stores.

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As the 2006 ACNielsen Retail Audit reveals, about 10.9 lac stores across urban

India take the product in stock at present which represents a distribution growth

of 23 percent within a year (April06 over July05). The increased distribution has

brought about a phenomenal growth for the penmarket of 82 percent in sales.

The sales peaked in themonths ofFebruary and March owing to exam season

and touched maximum in the last eleven months.

The positive outlook of the industry is also evident from the amount of airtime on

primetime television advertisement by almost all key players in the industry.

The ACNielsen Retail Audit Report also highlights some of the interesting

findings about the various brands of pens. Although the writing instrument marketis led by well known names like Cello, GM (Reynolds), Jineshwar (Montex) etc.

Smaller players such as Lexi, Agni and Elkos for examples have also been able

to maintain their share on a regional or select pocket level.

Leaders Ranking

1 Cello 1st

2 GM Pens 2nd

3 Jineshwar 3rd

4 Linc 4th

5 ADD Gel 5th

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

The study also finds out that Marker Pens is another segment that is growing in

Urban India. GM tops the list when it comes to marker pens followed by Luxor

and Stic. Most segments like Whiteboard, CD Marker or Permanent Marker have

shown positive month on month volume and value growth in April.

The research shows that Cello Pens & Stationery is the Top Advertiser in this

category in both with a share of 34% and 41% in advertising respectively. One

can also see significant changes in positions of advertisers for both these

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periods. Luxor Writing Instruments, which was at the 7th position jumps to the

2nd spot in with a 19% share in advertising. Linc Pen & Plastics, which was at

the 8thspot in is another advertiser tomove up the chart to bag the 3rd spot in.

Add Pens, which was at the 3rd position in does not feature in the Top 10

rankings. Similarly, Rotomac Pens Ltd, which was at the 4th place in, also drops

out of the list.

COMPANION FOR LIFE

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

anticipate a women's need. Helping her to keep hot food and tasty for her family,

devising hygienic item to help her health of her loved ones and spreading

through her the priceless gift of caring and sharing.

Only Cello has an unmatched range of insulated plastic Thermo ware, with

World-class designs made from German Polyurethane foam at the ultra modern

plant in Daman. The word acknowledges its outstanding quality, which is always

seeking perfection. After years of research, Cello has developed the unique,

breakthrough product -Thermo-guard.

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

rival products.

No wonder, today, over 6 million families in India and millions around the world

have put their trust in Cello. After all, wherever there's love, wherever there's Joy,

there's Cello. A constant companion for life.

TURNOVER

Plastic Household & Thermo ware Rs 1405 Millions

Plastic Furniture Rs 762 Millions

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Writing Instruments Rs 1806 Millions

Tooth Brush Rs 50 Millions

DISTRIBUTION NETWORK

They have a large network of distribution all over India through well-established

agencies & distributors who focus on all areas of business prospective & they

employ special officers for different areas. They evaluate the total strength,

potentials of the markets & work to make available the brand in each store.

PACKAGING

An In-House activity, where in they design the package develop according to the

requirement keeping in mind safety of the product & its selling values.

PROMOTION

Regular dealer meets & conferences are held. Schemes & Trade events are

organised every quarter. Also fixing targets for all promoters, sales staff &

distributors etc so that the focus is on adding sales everyday of the year.

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CELLO'S ORGANISATIONAL STRUCTURE precisely mirrors our philosophy of

creating maximum client value.

RESEARCH AND

CONSULTING

Insight Research Group

Leapfrog Research and Planning

The Value Engineers

RS Consulting Group

TMI

SMT Consulting

Digital People

The MSI Consultancy

mruk research

2CV

RESPONSE

COMMUNICATIONS

Target Direct Marketing

Bright source

The Leith AgencyNavigator

Farm

Oomph

Blonde

cchm:ping

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Figure 5

CELLO APPORACH

AN INTEGRATED APPROACH to generating market insight for clients

globally.

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Figure 6

We set out to reflect the cycle of marketing activity within client organizations

globally, matching our business capabilities to the recurring need to assess risks

and opportunities, identify relevant insights and develop and deliver the

appropriate marketing response.

TAKING THE WRITE TURN TECHNOLOGY

Cello entered the field of plastic-moulded ballpoint pens in 1994. With just one

model of "Clear Pen". Cello stormed the market with Swiss tips and German ink.

A whole new generation of writing implements was born, offering clear flow and

quality of the highest standards. A generation which grew into Gripper, Gel,

MaxWriter, Impact and many more and continued to spread into export markets

like Europe, the Middle East, the Far East, the U.S.A and Russia.

InjectionMoulding

High volumes are achieved by using the latest polymerisation technology. The

finest moulding machines and moulds ensure excellent quality & clarity in eventhe largest volumes.

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TheTip:

The tip is a unique geometric structure to give comfortable speedy writing with

exactly the right amount of ink to produce writing of high colour intensity. Based

on a 0.5mm ball of Tungsten Carbide rotating in a socket made of specialisednickel alloy to prevent wear on the ball, seat & lip with systematic quality

monitoring at every stage.

Gel

Add to this the latest technologies from Japan, raw materials of highest quality

standard, Automatic filling machines with sensing devices for quality control and

water based pigmented thick fluid ink, which when agitated becomes less

viscous for comfortable, smear free & enduring writing.

Ball pen Ink

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Figure 7

If you want to be in the world market tomorrow, you must not spend today

working with yesterday's ideas. The development & production of high grade ball

pens is a continual task at Cello.

All our ball pen inks are imported from Germany & Japan which enhance the

quality in ball pen refill production. These inks have specialised additives which

prevent from gooping giving these specialised inks have a shelf life of at least

two years.

2. Product Portfolio

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The comfort of cello liquid ink pens makes writing pressure free

Figure 8 Maxriter

Maximum writing length with the comfort of Cello Elasto Grip.

Figure 9 Optima

A wonder of comfort and design.

Figure 10 Pronto

Designed in Italy, made for the world to enjoy.

Figure 11 Impact

Give your words the maximum impact with this stylish pen.

Figure 12 Sleek

Sleek produces sleeker writing.

Figure 13 Techno Tip

Better tip for better writing.

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Figure 14 Cupid

A quality pen that makes everyone love your writing.

Classics From Cello We Cannot Write Without

Top Quality Classic design pens that give your words the maximum

impact.

Figure 15 Friendship Gel.

The perfect gift for a friend.

Figure 16 Max Gel

Maximum writing length from Cello Feather Flow.

Cello Europe Office Stationery

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

want.

QUALITY RECOGNITION & AWARDS

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Largest Exporter of Insulated Thermo ware from India.

Recognized as Export House by Government of India since 1996.

Winner of Prestigious Plexcouncil award as Highest Exporter since last

Seven years.

1. Theoretical Background

What is Brand?

The word Brand is derived from the Old Norse word Brand, Which means to

burn as brands were still are the means by which owners of live stock mark their

animals to identify them. According to the American Marketing Association

(AMA), a brand is the name, term, sign, symbol, or design, or a combination of

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them, intended to identify the goods and service of one seller or group of seller

and to differentiate them from those of competition.

What is brand Equity?

Brand Equity is the willingness for someone to continue to purchase your brand

or not. Thus the measure of brand equity is strongly related to loyalty and

measure segments on a continuum form entrenched user of the brand to

convertible users.

What is Consumer Based Brand Equity?

Consumer Based Brand Equity is formally defined as the differential effect that

brand knowledge has on consumer response to the marketing of that brand. A

brand is said to have positive consumer based brand equity when consumers

reach more favourably to a product and the way it is marketed when the brand is

identified than when it is not (e.g. when the product is attribute to fictitious name

or is unnamed ). Thus, a brand with positive consumer based brand equity might

result in consumer being more accepting of a new brand extension, less sensitive

to price increases and with drawl of advertising support, or more willing to seek

the brand in a new distribution channel.

There are three keys ingredients to this definition:-

1. differential effect,

2. brand knowledge,

3. Consumer response to marketing.

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Consumer Based Brand Equity Model

Figure 17

BUILDING A STRONG BRAND: THE FOUR STEPS OF BRAND BUILDING

The steps are as follows:-

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

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

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Brand performance Brand performance

Consumerfeelings

Consumerjudgement

Brand imageryBrand performance

Consumerbrandresonance


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Firmly established the totality of brand meaning in the minds of consumer

by strategically linking a host of tangible and intangible brands association

with certain properties.

Elicit the proper consumer responses to this brand identification and brandmeaning.

Convert brand response to create an intense, active loyalty relationship

between consumer and brand.

ConclusionConsumer based brand equity is the differential effect that brand knowledge has

consumer response to the marketing of that brand. A brand has positive

consumer based brand equity when consumer react more favourably to a

product and the way it is marketed when the brand is identified than when it is

not ( e.g. when it is attributed to a fictitiously named or unnamed version of the

product).

2. REVIEW OF LITERATURE

Literature review on brand equity in professional team sport: a

German perspective on ice hockey

Author: Suckow, Christina1

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Source: International Journal of Sport Management and Marketing, Volume 5,

Numbers 1-2, 1 December 2008, pp. 211-225(15)

Abstract:

This paper reviews the concept of brand from a perspective of ice hockey. Since

branding hockey can appropriately be described by the concept of customer-

based brand equity, the literature about this concept is a valuable point of

reference for gaining insights into the mechanisms of hockey branding. By

reviewing the concept, appropriately defining the hockey customers and the

hockey product are mandatory. Practical implications are then derived from a

case study of the German Hockey League (DEL) in order to enhance the

understanding of branding in a German hockey context.

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

multiple destinations

Soyoung Boo, James Busser, and Seyhmus Baloglu

The George Washington University, School of Business, Department of Tourism

and Hospitality Management, Funger Hall, Suite 301s, 2201 G Street, NW

Washington, DC 20052, United States.

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University of Nevada, Las Vegas, Department of Recreation and Sport

Management, William F. Harrah College of Hotel Administration, 4505 Maryland

Parkway, Box 456013, Las Vegas, NV 89154-6013, United States.

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

Management, William F. Harrah College of Hotel Administration, 4505 Maryland

Parkway, Box 456023, Las Vegas, NV 89154-6023, United States.

Received 7 November 2007;

Accepted 18 June 2008.

AbstractLack of research regarding destination brand measurement indicates that

conceptualizing how tourists evaluate a destination brand is complex. This study

examined empirical information to develop a destination brand model by

employing customer-based brand equity models through a scale purification

process, ensuring its reliability and validity. The proposed model and the

alternative model were tested with an online survey sample of Las Vegas and

Atlantic City visitors. The results provide support for the concept of customer-

based brand equity and corroborate its application to the destination context.

However, multi-sample invariance tests implied that destination-specific items

should be considered when developing a destination brand model.

Developing and validating measures of facets of customer-

based brand equity

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

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

Available online 14 June 2003.

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Abstract

This article presents four studies that develop measures of core/primary facets

of customer-based brand equity (CBBE). Drawing from various CBBE

frameworks, the facets chosen are perceived quality (PQ), perceived value for

the cost (PVC), uniqueness, and the willingness to pay a price premium for a

brand. Using numerous advocated scale developmental procedures, the

measures of these facets showed evidence of internal consistency and validity

over 16 different brands in six product categories. Results also suggest that PQ,

PVC, and brand uniqueness are potential direct antecedents of the willingness to

pay a price premium for a brand, and that willingness to pay a price premium is a

potential direct antecedent of brand purchase behaviour.

1. Data Analysis and Interpretation

Personal Information

1. Respondent GenderGraph

Gender Student Businessman Profession Service Total

Male 18 9 13 29 69

Female 15 7 8 1 31Total 33 16 21 30 100

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Table 1.1

18 15

9 7

13 8

29 1

0 5 10 15 20 25 30 35

respons

studen t

bus iness m an

Proffesion

Service

category

g e n d e

male femal

Figure 1.1

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Interpretation of Respondent Gender figure 1.1

When we look the graph of the respondent we can see that 69.69% of the

respondent is Male, and 31.31% of the respondent is Female.

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2. Respondent Age graph

Age Student Businessman Profession Service Total

Below 18 2 0 0 0 2

18 to 25 13 11 26 2 52

26 to 33 8 12 7 5 32

34 to 41 4 6 2 1 13

41 above 0 1 0 0 1

Other specify 0 0 0 0 0

Total 32 30 35 8 100

Table 1.2

200013

11

26

2

812

75

4621

0100 00000

10

20

30

40

50

60

respons

below 1818 to 25 26 to 3 3 34 to 4 141 above other

speci fy

A g

A g e o f re s p o n d

s tuden t bus ines s m anP roffes ion S ervic

Figure 1.2

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Interpretation of Respondent Age Graph 1.2

If we look the respondent Age we find that below 18 are of2.2%, and 18 to 25

are of52.52%, and 26 to 32 are of32.32%, and 34 to 41 are of 13.13%, and

41above are of1.1% and rest of are 0%.

3. Respondent Education And Qualification

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Table 1.3

000 2

2 0 1 1

3 2 4 5

12 4 20 8

8 10 3 8

2 1 1 1

2 000

0000

0% 20% 40% 60% 80% 100

Response

uneducated

up to primary

up to higher secondary

under graduate

post graduate

under 10th

under 12th

other specify

Edu

cation

Education and qualification

Figure 1.3

Interpretation of Respondent Education and Qualification

Education Qualification Student Businessman Profession Service Total

Uneducated 0 0 0 2 2

Up to primary 2 0 1 1 4

Up to higher secondary 3 2 4 5 14

Under graduate 12 4 20 8 44

Post graduate 8 10 3 8 29

Under 10th 2 1 1 1 5

Under 12th 2 0 0 0 2


Total 29 17 29 25 100

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When we look the respondent graph we find that Uneducated respondent are of

2%, and Up to Primary respondent are 4%, and Up to Higher Secondary are of

14%, and Under Graduate Respondent are 44%, and Post graduate

respondent are of29%, and Under 10th respondent are 5%, and Under 12th

respondent are 2% and Otherare of0%.

4. Respondent Occupation Graph

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Occupation Student Businessman Profession Service Total

Total 25 25 25 25 100

Table 1.4

25 25 25 25

0

5

10

15

20

25

r e s p o n d e n

Occupat ion s tudent bus iness

man

Prof fes ion Serv ice

Occupatio

Series1

Figure 1.4

Interpretation of Respondent Occupation 1.4

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We have taken the 25% ofrespondent as Student, and 25% ofrespondent are

ofBusinessman, and 25% ofthe respondent are ofProfessional, and 25% of

the respondent are ofService People and the rest of 0%.

5.Respondent Income Graph

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Income Student Businessman Profession Service Total

Below 5000 12 3 4 1 20

5000 to 10000 7 9 5 3 24

10000 to 15000 6 10 11 1 2815000 to 20000 4 6 8 10 28

other specify 0 0 0 0 0

Total 29 28 28 15 100

Table 1.5

1 2

341

7

9

5

3

6

1 0

1 1

1

46

8

1 0

00000

5

1 0

1 5

2 0

2 5

3 0

R e s p o n

B elo w 50 0050 00 to

1 0 0 0 0

1 0 0 0 0 t o

1 5 0 0 0

1 5 0 0 0 t o

2 0 0 0 0

o t h e r

spec i f y

I n c o m

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

s tu d en t bus ine s s m anP rof fes ionS ervic

Figure 1.5

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Interpretation of Respondent Income 1.5

When we look the respondent Income we find that 20% of respondent are

Below 5,000, and 24% of respondent are 5,000 to 10,000, and 28% of

respondent are of10,000 to 15,000, and 28% of the respondent are 15,000 to

20,000, and otherare 0%.

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GENERAL INFORMATION GRAPH

1. Which pen come in your mind?

Brand of Pen Student Businessman Profession Service Total

Todays 4 2 1 2 9

Montex 3 4 2 2 11

Cello 9 4 3 4 20

Linc 2 3 2 1 8

Reynolds 6 4 3 1 14

Rotomac 2 1 2 4 9

Flair 4 3 4 2 13

Parker 2 4 1 2 9

Add Gel 2 1 2 1 6Other Specify 0 1 0 0 1

Total 34 27 20 19 100

Table 2.1

which pen come in your mi

4 3

9

2

6

24

2 2

2 4

4

3

4

1

3 41

12

3

2

3

2

4

12

22

4

1

1

4

2

21

0

5

10

15

20

25

Todays

monte

x

cello

Linc

Reynold

s

Rotoma

c

flair

Parker

AddGel

Oth

erSpecif

y

differe nt bran

respondent

s tudent bus iness man Proffes ion Service

Figure 2.1

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Interpretation of Figure 2.1

The four category people has given 9% response in the favour oftodays Pen.

The other response is 11% in the favour ofMontex Pen.20% response is in the favourcello pen. While 8% responses in the favour of

Lincpen and 14% response is in the favour ofReynolds pen.

The other brand response are 9% of Rotomac and 13% in the favour ofFlair

pen, Parker response are 9% and 6% response of Add Gel and otherspecify

are of1%.

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2. Frequently purchase pen?

Frequently purchase pen Student Businessman Profession Service Total

Daily 1 1 1 1 4

2 days 12 5 3 3 23

5 days 4 3 3 1 11

1 week 11 5 4 6 26

10 days 15 5 8 5 33

Other Specify 2 1 0 0 3

Total 45 20 19 26 100

Table 2.2

1111

1 2

5

33

4331

1 1

5

4

6

1 5

5

8

5

2100

0

5

1 0

1 5

2 0

2 5

3 0

3 5

R e s p o n

D a i ly 2 d a y s 5 d a y s 1 w e e k 1 0 d a y s o t h e r

S pe c ify

N o o f d a

fr e q u e n tly p u r c

s tud en t bu s ines s m anP ro ffe s io nS ervic

Figure 2.2

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The four category people has given there response of 4% of daily purchasingpen. And 23% of respondent purchase pen in 2 days, and 11% of the

respondent purchase pen in 5 days and 26% of respondent purchase pen in 1

week and the highest 33% of respondent purchase pen in 10 days and other

are 3%.

3. Pen considered for writing?

Consider for writing Student Businessman Profession Service Total

Todays 3 1 0 1 5Montex 2 4 2 1 9

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Cello 4 6 5 2 17

Linc 3 2 2 3 10

Reynolds 2 3 1 0 6

Rotomac 4 5 2 1 12

Flair 2 3 4 1 10

Parker 3 2 4 2 11Add Gel 7 3 5 3 18


Total 30 29 26 15 100

Table 2.3

3 1 0 1

2 4 2 1

4 6 5 2

3 2 2 3

2 3 1 0

4 5 2 1

2 3 4 1

3 2 4 2

7 3 5 3

1 0 1 0

0% 20% 40% 60% 80% 100

respons

Todays

montex

cello

Linc

Reynolds

Rotomac

flair

Parker

AddGel

Other Specify

differentbrand

Pen considered for writi

Figure 2.3

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5% of respondent has said that they use todays pen for writing and 9%

respondent are in the favour of Montex brand for writing, and 17% of therespondent says that they use Cello brand of pen for writing and 10% of the

respondent are in the favour ofLinc pen and 6% are in favour ofReynolds and

12% are in the favour ofRotomac and again 10% in the favour ofFlair pen and

11% are in favour ofParker pen and 18%are in favour ofAddGel and rest of

are 2%.

4. Why prefer this Brand?

Prefer this brand Student Businessman Profession Service Total

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

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Price 4 6 5 2 17

Quality 3 4 2 10 19

Advertisement 5 6 7 2 20

Word of mouth 4 2 2 3 11

Friends and Relatives 2 4 3 2 11

Other specify 2 1 2 2 7Total 25 26 26 23 100

Table 2.4

2 1 2 0

3 2 3 2

4 6 5 2

3 4 2 10

5 6 7 2

4 2 2 3

2 4 3 2

2 1 2 2

0% 20% 40% 60% 80% 100

respons

Status

Style

Price

Quality

Advertisement

Word of mouth

Friends and Relatives

other spec ify

category

why prefer this bra

Figure 2.4


5% of respondent says that they prefer that brand according to theirstatus, and10% prefer their brand according to their style, 17% respondent prefer brand

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with the price relation, and 19% prefer brand according to the quality of the

brand, and 20% prefer according to the Advertisement, and 11% prefer with the

Word ofMouth, and rest 11% prefer according to the friend and relatives view

and rest of7% are in othercategory.

5. Type/Form of pen you prefer?

Type/form of pen Student Businessman Profession Service Total

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Ball Pen 15 12 11 17 55

Gel Pen 10 9 4 2 25

Ink Pen 4 6 2 8 20


Total 29 27 17 27 100

Table 2.5

ty p e /fo r m o f

1 51 2 1 1

1 7

1 09

4

2

46

2

8

00

0

0

0

5

1 0

1 5

2 0

2 5

3 0

3 5

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

p e

response

B a l l P enG e l P en Ink P en o th er s ec

Figure2.5


When you see the graph 55.55% of the respondent is there who are using Ball

Pen for their use, and 25.25% are use Gel Pen according to their choice, and20.20% using Ink Pen according to their choice, and the rest are of0%.

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6. When mostly use this brand?

Mostly use this brand Student Businessman Profession Service Total

Regularly 12 6 4 6 28

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Exam time 5 8 12 5 30

Special Occasion 12 6 11 3 32


Total 33 22 29 16 100

Table 2.6

w hen mo stly u se th is b

12

6

4

6

5

8

12

5

12

6

11

3

4

2

2

2

0 5 10 15 20 25 30

student

bus iness m an

Proffesion

Service

occasion

respons

Re u la rl Ex am t im e S ec ia l Occ as ionOther s ec i f

Figure 2.6


In the particular graph you can see that 32.32% are use their pen in the Special

Occasion and 30% of the respondent prefer their brand in Exam Time, and

28.28% use their brand regularly, and 10.10% are in the otherCategory.

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7. Ever heard about cello?

Heard about cello Student Businessman Profession Service Total

yes 20 28 10 35 93

No 4 2 0 1 7

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Total 24 30 10 36 100

Table 2.7

Eve r h e a r d a b o u

2 0

2 8

1 0

3 5

42

0 1

0

5

1 0

1 5

2 02 5

3 0

3 5

4 0

s tu d e n t b u s in e s s m a n Pr o f f e s io n S e r v ic e

Respondent

y e s No

Figure 2.7


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In the graph you can clearly see that 93% of the respondent are said that they

have heard about cello, and rest of3% of the respondent said that they have not

heard about cello.

8. How know about cello?

How know about cello Student Businessman Profession Service Total

Peer group 4 3 2 3 12

Cable Advertisement 4 8 9 4 25

Newspaper/Magazine 12 6 2 3 23

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Hoardings 2 7 1 5 15

Point of purchase 4 8 4 4 20


Total 28 33 19 20 100

Table 2.8

432

3

48

94

62

3

27

15

48

44

2111

0 2 4 6 8 10

respons

Peer group

Cable Advertisement

Newspaper/Magzine

Hoardings

Point of purchase

other specify

information

how know about ce

Figure 2.8


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If we look the respondent preference towards Cello brand,12% of the respondent

come to know about Peer Group, 25% of the respondent are come to know

about the Cable Advertisement, 23% of the respondent are come to know from

Hoardings,20% of the respondent are come to know from Point of purchase,

and rest of are 5%.

9. Cello Pen aware of?

Cello Pen you aware of Student Businessman Profession Service TotalBall Pen 12 18 14 10 55

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Gel Pen 10 6 18 6 40


Total 23 27 33 17 100

Table 2.9

1 2

1 01

1 8

6

2

1 4

1 8

1

1 0

61

0

5

1 0

1 5

2 02 5

3 0

3 5

r e s p o n

s t u d e n t b u s i n e s s m a nP ro ffe s i o n S e rvi c e

p e

c e llo p e n a w a

B all P en G el P en O th er s ec

Figure 2.9


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When we come to know about the cello awareness we find that 55% of the

respondent knows about the Ball Pen, and 40% of the respondents are aware of

the Gel Pen, and other are of5.5%.

10.Ever used Cello?

Ever used cello Student Businessman Profession Service TotalYes 28 22 15 32 97

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No 2 1 0 0 3

Total 30 23 15 32 100

Table 2.10

studentbusiness

manProffesion

Service

Yes

No

21

00

28

22

15

32

0

5

10

15

20

25

30

35

response

Responden

Ever used cell

Figure 2.10


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When we look the graph of usage of cello Pen we find that 97% of the

respondent is using the cello Pen, and 3% of the respondent does not prefer

the cello brand.

11. Cello Pen Characteristics

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Cello Pen CharacteristicsStudent Businessman Profession Service Total

Smooth writing 12 7 2 1 22

Mechanism 4 2 3 3 12

Ink Quality 3 4 2 2 11

Appearance/Look 2 1 1 1 5Brand image 13 7 3 5 28

Price 4 3 4 2 13

Variety 3 2 2 1 8


Total 42 26 17 15 100

Table 2.11

1 2 7 2 1

4 2 3 3

3 4 2 2

2 1 1 1

1 3 7 3 5

4 3 4 2

3 2 2 1

1000

0 5 1 0 1 5 2 0 2 5

r e s p o n

S m oo th w r it ing

M e c h a n i s m

Ink Q u al i t y

A p p e r a n c e / L o o k

B ran d im a ge

P ric e

V ar i te y

O th er S pe c i fy

characterstics

c e llo p e n c h a ra c t

Figure 2.11

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sInterpretation of Figure 2.11

When we say about the cello pen characteristics we can say that 22% of the

respondent like it because ofSmooth Writing, and 12% of the respondent says

that they like it because of its Mechanism, and 11% of the respondent says that

its ink Quality is best, and the 5% of the respondent says that they like it

because of its Appearance/look, and 28% of the respondent says that its brand

image is best, and 13% of the respondent like its Price thats why they prefer it,

and 8% of the respondent use pen because of its variety, and otherare 1%.

12.Satisfaction Level

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Satisfaction level Student Businessman Profession Service Total

Highly satisfied 11 6 5 11 33

Satisfied 8 9 4 5 26

Average 9 8 7 1 25Dissatisfied 1 2 0 1 4

Highly Dissatisfied 1 2 1 1 5


Total 33 28 18 20 100

Table 2.12

1 1 6 5 1 1

8 9 4 5

9 8 7 1

1 2 0 1

1 2 1 1

2 1 1 1

0 % 1 0 % 2 0 % 3 0 % 4 0 % 5 0 % 6 0 % 7 0 % 8 0 % 9 0 % 1 0 0

r e s p o n

H ig h ly s a t is fie d

s a t is fi e d

A ve ra g e

D is s a t is f ie d

H ig h ly D i s s a t i s fie d

O t h e r S p e c ify

level

s a t i s f a c t i o n

Figure 2.12

sInterpretation of figure 2.12

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33% of the respondent are Highly satisfied with the cello Pen, and 26% of the

respondent are only satisfied with the cello pen, and 25% of the respondent are

at Average level with regard the usage of cello Pen, and 5% of the respondent

are Highly Dissatisfied with the satisfaction level of the cello Brand, and other

specify are of also 5%.

13. Considered yourself Loyal to cello?

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Yourself loyal to cello Student Businessman Profession Service Total

Yes 17 12 9 21 59

No 8 12 7 4 31

Can't say 2 2 2 4 10Total 27 26 18 29 100

Table 2.13

1 7

8

2

1 2

1 2

2

9

7

2

2 1

4

4

0

5

1 0

1 5

2 0

2 5

3 0

r e s p o n

s t u d e n t b u s in e s s m a nP ro f fe s io n S e rvic e

c o n s id e r e d y o u r s e lf lo

e s n o c a n ' t s

Figure 2.13

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When we talk about considered yourself loyal to cello the 59% of the respondentare in the favourof cello pen, and 31% of the respondent are not considered

yourselfloyal to cello, and 10% of the respondent cant say anything yourself

that they are not loyal to cello or loyal.

14.Price range would you considered?

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Price range Student Businessman Profession Service Total

1 to 5 6 5 6 3 20

5 to 10 4 8 7 6 25

10 to 20 12 8 7 11 38

20 above 6 9 1 1 17


Total 28 30 21 21 100

Table 2.14

6

5

63

4

8

7

6

1 2

8

7

1 1

6

911

00000

51 0

1 52 0

2 53 0

3 54 0

r e s p o n

1 t o 5 5 t o 1 0 1 0 t o 2 02 0 a b o ve O t h e r

s p e c i fy

p r i c

P r ic e ra n g e w o u ld y o u c

s t u d e n tb u s i n e s s m a nP ro ffe s i o nS e rvi c

Figure 2.14


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When we say that what price range would you prefer, 20% of the respondent

says that they prefer price range of1 to 5, and 25% of the respondent says that

they prefer price range of 5 to 10, and 38% of the respondent says that they

prefer the price range of 10 to 20, and 17% of the respondent says that they

prefer the price range of20Above, and rest of0%.

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

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Next Action Student Businessman Profession Service Total

Wait for Same brand 11 4 3 17 35

Go to another Store 13 8 7 12 40

Purchased another brand 12 6 5 2 25


Total 36 18 15 31 100

Table 2.15

11

13

12

0

4

8

60

3

7

50

17

12

20

0

5

10

15

20

25

30

35

40

respons

s tudent bus ines s m an P ro ffes ion S ervic e

If it not av ai lab le w ha t is n ex t

W ait for S am e brandGo to an othe r S toreP urch as ed from othe r sto reo ther s ec i f

Figure 2.15


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If the particular brand is not available than, 35% of the respondent are wait for

thatbrand, and 40% of the respondent go to another store, and 25% of the

respondent purchased another brand, and otherare 0%.

16. What is your next brand

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Switch to another Brand Student Businessman Profession Service Total

Todays 3 2 2 3 10

Montex 11 9 1 1 22

Cello 12 7 8 7 34

Linc 6 3 4 2 15

Reynolds 2 6 3 2 13Rotomac 0 0 1 0 1

Flair 1 0 1 0 1

Parker 1 0 1 0 2

Add Gel 1 1 0 1 2


Total 35 28 21 16 100

Table 2.16

3 2 2 3

1 1 9 1 1

1 2 7 8 7

6 3 4 2

2 6 3 2

00 1 01 0 1 0

1 0 1 0

1 1 0 1

0000

0 % 2 0 % 4 0 % 6 0 % 8 0 % 1 0 0

r e s p o n

T o d a y s

m onte x

c e llo

L inc

R e y n o l d s

R o t om ac

f lair

P ark er

A dd G e l

O the r S pe c i fy

brand

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

Figure 2.16


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If the respondent are switch to the another brand, then 10% of the respondent

are in the favour ofTodays Pen, and 22% of the respondent are in the favour of

Montex brand, and 34% of the respondent are in the favour ofCello brand, and

15% of the respondent are in the favour of Linc brand, and 13% of the

respondent are in the favour ofReynolds Brand, and 1% of the respondent are

in the favour ofRotomac, and also 1% of the respondent in the favour ofFlair

brand, and 2% of the respondent are in the favour of Parker, and 2% of the

respondent are in the favour ofAdd Gel, and rest of are 0%.

17. Pen suitable for

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Pen Suitable for Student Businessman Profession Service Total

Student only 4 8 12 4 28

Service people only 6 11 8 7 32

Business Man only 4 7 3 1 15

Over all 4 6 12 3 25

Other Specify 0 0 0 0 0Total 18 32 35 15 100

Table 2.17

4 8 12 4

6 11 8 7

4 7 3 1

4 6 12 3

0000

0 5 10 15 20 25 30

response

Student only

Service people only

Business Man only

Over all

other Specify

category

Pen is suitable fo

Figure 2.17

Interpretation of figure 2.17

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When we ask the respondent about the cello brand they said that, 28% of the

respondent are in the favour of the student only, and 32% of the respondent are

in the favourService people only, and 15% of the respondent are in the favour

business Man only, and 25% of the respondent are in the favour of overall

category, 0% are of the rest.

18. Back Pleasant Memories

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Back Pleasant MemoriesStudent Businessman Profession Service Total

Yes 12 9 35 19 75

No 5 4 2 2 13

Cant say 4 3 2 3 12Total 21 16 39 24 100

Table 2.18

12

5

4

9

4

3

35

22

19

2

3

0%

20%

40%

60%

80%

100%

R e s p o n

s tuden t bus ines s m an P ro ffes ion S ervic e

b a c k p l e a s e n t m o m

Y e s N o c an t s a

Figure 2.18


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75% of the respondent is in the favour and they say that cello pen bring back

pleasant memories, and 13% of the respondent are not in the favourof that,

and rest of12% cant say anything about that

2. SWOT ANALYSIS

STRENGTH OF THE COMPANY

The following are the strength of the CELLO:-

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

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enables the company to introduce new products at cheaper rate than its

competitors at high frequency and much lower risk.

Mass Manufacturing: Companies Current production at CELLO plant is

9.50lakhs pen per day and at other two plants (Ringanwada and Kachigam) is

about 4.50 lakhs pieces per day contributing to Economies of Scale advantage to

company.

High Quality & Low Cost: Due to mass manufacturing and In house Mouldmaking company is able to produce quality products at less cost adding to

Increased Profit margins.

WEAKNESS OF THE COMPANY

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

in the plant.

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

OPPURTUNITIES FOR THE COMPANY

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

share.

Company is planning to set up a new units in (Somnath) that will make thecompany unique in Instruments Industry as it will Produce Erasers, Sharpeners.,

Pencils and other office stationary to achieve it Vision.

Rising Raw Material Prices of Plastic Granules and other will force theunorganized and smaller players out of the market.

THREATS FOR THE COMPANY

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Per piece realization Increased Number of Domestic Players EnhancingCompetition Leading to probable Price and Advertisement war.

For the companies in India Anti Dumping laws has helped much to provide

better and effective products. Duplication of the product and Design made by unorganized players may leadto the downfall in the profit margin of the company.

Finding of the Study

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

following:-

Here the 20% of the respondent ay that cello is the brand which comes first

into their mind when they think of pens. Most of the student has this brand into

their mind and after cello Reynolds, and then Flair which come into their mind.

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From the Study it has found that 33% of respondent purchase pen with in

10 days, and other than that student purchase the pen more frequently rather

than another category of Occupation. Then it is been found that the service man

purchase the pen frequently within 1 week or 10 days. 27% of the respondent considered Add Gel for writing rather than any

other, after that they considered cello for writing, this indicate that cello has a

tight competition with Add Gel in the market.

From the study it is found that 25% of the respondent prefers this brand just

because they had seen its Advertisement on T.V.

The Study shows that 28% of the respondent are using cello brand because

if its characteristics, and 33% of the respondent are highly satisfied with the cellobrand.

From the study it is found that 59% of the respondent is considered

themselves loyal to cello, and they prefer 10 to 20 price range of pen and they

are 38%.

From the study it is said that 40% of the respondent are go to another store

if the particular brand is not available and 35% of the respondent are wait foe

same brand and rest of 25% purchased another brand

Conclusion

From the study we can say that CELLO is a No 1 company regarding indifferent brands of pen. It is a top leading company in the comparison of different

Brand.

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With this study and Analyzing, The Quality of pen was very satisfactory fromthe consumers preference point of those. Satisfactory factors are mainly Style,

Appearance, Quality, Reasonable Price, Brand Image etc. So it is said that these

type of factor are noticeable at the time of buying behaviour of the consumer.

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

RECOMMENDATION

The recommendation of the survey is as follows:-

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Most of the respondent are in favour of this brand, so to retain the existing

satisfied customer, CELLO must provide some promotion schemes like (1+1

Free), (1+ Refill Free), (Increase in Gel Pen Price), so that the organization can

sustain their customer for long in future.

CELLO should make strategies to gain the position of highest preferable

brand into the market.

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

Organization should provide comparative and competitive price of allproducts in respect to other Brands.

Bibliography

Web site

1. www.celloworld.com

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2. www.wikipedia.com

Reference book:-

1. Business Research Method (Tata McGraw-Hill)

2. Research Methodology (K. Ashwathapa)

3. Brand Management (Kalvin Keller)

Annexure

A study of consumer based brand Equity regarding Cello pen

Questionnaire

Introduction

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Respected Respondent,

I am the student ofR.K.Desai College of commerce andmanagement, Vapi.Conducting a survey on consumer based brand equity towards Cello pen. Iwould be pleased, if you spare a few minutes to fill up this Questionnaire. All the

data given by you will be kept confidential.

Thanking You

Yours faithfully

Personal Information

Name:

Permanent Address: Contact No. .. Mob No.

Gender Male ( ) Female ( )

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

Education Uneducated ( ) Up to Primary ( )

Qualification Up to higherSecondary ( ) Under Graduate ( )Post Graduate ( ) Under 10th ( )Under 12th ( ) Other Specify..

Occupation Student ( ) Businessman ( )Professional ( ) Service ( )Other Specify ..

Income Below 5,000 ( ) 5,000 to 10,000 ( )10,000 to 15,000 ( ) 15,000 to 20,000 ( )

Other Specify

General Information

Q1. Which Brand comes first in your mind when you think of Pens?Todays ( ) Montex ( ) Cello ( )Linc ( ) Reynolds ( ) Rotomac ( )Flair ( ) Parker ( ) Add Gel ( )

Other Specify

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

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

Todays ( ) Montex ( ) Cello ( )Linc ( ) Reynolds( ) Rotomac ( )Flair ( ) Parker ( ) Add Gel ( )Other Specify

Q4. Why do you prefer this Brand of pen?Status ( ) Style ( ) Price ( )Quality ( ) Advertisement ( )Word of mouth ( ) Friends & Relatives ( )Other Specify ..

Q5. Which type/form of pen do you prefer?Ball pen ( ) Gel pen ( ) Ink pen ( )Other Specify

Q6. When you mostly use this Brand of pen?Regularly ( ) Exam time ( )Special occasion ( ) Other Specify

Q7. Have you ever heard about Cello?Yes ( ) No ( )

Q8. How did you come to know about cello Brand?Peer Group ( ) Cable Advertisement ( )Newspaper/magazine ( ) Hoardings ( )Point of purchase ( ) Other Specify ( )

Q9. Which form of cello pen are you aware of?Ball pen ( ) Gel pen ( ) other Specify.

Q10.Have you ever used cello pen?Yes ( ) No ( )

Q11.How unique is cello pen in the terms of following pen characteristics?Smooth writing ( ) Mechanism ( )Ink Quality ( ) Appearance/look ( )Brand Image ( ) Price ( )Variety ( ) Other Specify

Q12.What is the satisfaction level after using the cello pen?Highly Satisfied ( ) Satisfied ( )

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

Q13.Do you consider yourself Loyal to cello?Yes ( ) No ( ) cant say ( )

Q14.What price range do you prefer?1 5 ( ) 5 10 ( ) 10 20 ( )20 above ( ) other specify

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

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

Q17.What do you think; this brand of pen is suitable for?a. Student only ( )b. Service people only ( )c. Business man only ( )d. Over all ( )e. Other Specify ( )

Q18.Does the advertisement of this Brand pen bring back pleasantMemories?

Yes ( ) No ( ) Cant say ( )

Q19.Any other suggestion from your side for improvement?

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