INTRODUCTION

A consumer is the ultimate user of a product or service. The overall consumer market
consists of all buyers of goods and services for personal or family use, more than 270 million
people (including children) spending trillions of dollars in the nited !tates as of the late
"##0s.
$onsumer behavior essentially refers to ho% and %hy people make the purchase
decisions they do. &arketers strive to understand this behavior so they can better formulate
appropriate marketing stimuli that %ill result in increased sales and brand loyalty. There are a
vast number of goods available for purchase, but consumers tend to attribute this volume to
the industrial %orld's massive production capacity. (ather, the giant kno%n as the marketing
profession is responsible for the variety of goods on the market. The science of evaluating
and influencing consumer behavior is foremost in determining %hich marketing efforts %ill
be used and %hen.
)efore business can develop marketing strategies, they must understand %hat
factors influence buyer*s behavior and ho% they make purchase decisions to satisfy their
needs and %ants. )uyers are moved by a comple+ set of deep and subtle emotions. Their
behavior result from deeply held values and attitudes, their perception of the %orld and their
place in it, from common sense, impulse or ,ust plain %himsy.
Definition: The -official- definition of consumer behavior is -The study of individuals,
groups, or organi.ations and the processes they use to select, secure, use, and dispose of
products, services, e+periences, or ideas to satisfy needs and the impacts that these processes
have on the consumer and society.-
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OBJECTIVES OF THE STUDY:-
This study has been under taken to analy.e of consumer opinion to %ords /.T.$ 0aper
products in the to%ns khammam and )hadharachalem.
To kno% the perception of consumers to%ards the product.
To kno% the buying behavior of consumers of /T$ ltd 0aper products and $lassmate
note books.
To evaluate marketing strategy of /T$ ltd 0aper products and classmate note books in
influencing the. $onsumers.
To kno% %hat are the main factors that influence buying decision process.
To offer suggestions in improving customer satisfaction and company sales
profitability and image.
To provide suggestions highlighting improvement of the performance and directed
to%ards enhanced satisfaction levels of /T$ ltd paper products.
NEED FOR THE STUDY:-
The field of consumer behavior is interdisciplinary, i.e., it uses concepts from a large
variety of fields like anthropology, sociology, marketing, psychology, etc. The belief that
consumer behavior could be predicted and consumers influenced gave an added impetus to
the study of consumer behavior. There are, thus, four underlying principles on %hich the field
of consumer behavior is based.
!overeignty of the consumers.
$onsumer research facilitates an in1depth understanding of the consumers.
/t is possible to influence consumers.
/t is socially acceptable to influence consumers.
To kno% the perception of consumers.
To kno% the customer satisfaction to%ards /T$ paper.
SCOPE OF THE STUDY:-
$onsumer behavior has been studied by numerous scientists including psychologists,
sociologists, economists, behavior analysts and anthropologists. The scope of study %as
restricted to the sample from the khammam and )hadharachalam to%ns. The topics covered
as a part of the study %ere the behavior of consumer to%ards /.T.$ ltd 0aper products to
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identify the factors influencing the demand for /.T.$ $lass mate note books and to kno%
influences on 2ote books buyers.
Some of the areas that are onsi!ere! are:
". $onsumer recognition of a problem in their lives and the attempt to solve it by buying
something.
2. 3o% consumers search for things that they need.
4. 3o% consumers evaluate the products that they buy.
5. 6hat is the impact on dissatisfaction on consumer purchases7
8. 3o% do consumers make purchase decisions7
"ETHODO#O$Y OF THE STUDY:-
9or the purpose of e+amining the above ob,ectives a :uestionnaires has been designed
./t has been decided to intervie% "00 consumers area of ;hammam and )hadharachalam
to%ns. 0articularly / have done survey on college students 20 to 28 age group consumers.
0ossible effort %as made to include across section of consumers covering different aspects
such as influencing location of demand for $lassmate note books and /.T.$ paper products
have delivery, methods of supply, price and the degree of reali.ation in relation to $ompany.
The period of the study < %eeks.
PRI"%RY SOURCES:
0rimary data %as mainly collected from the sample by administrating a structured
:uestionnaire. The information %as obtained by personally administrating the :uestionnaire.
The primary source used for gathering data re:uired for this survey is = !urvey
method. /n the survey method a !urvey of the consumer*s behavior to%ards /.T.$ paper
products ($lassmate note books) it is done at ;hammam and )hadharachalem to%ns ./n this
survey / collect the samples mainly college students. A planned effort is made using
structured :uestionnaire to intervie% the respondents. The respondents had chosen using non
probability sampling method.
SECOND%RY SOURCES:
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!econdary data in case of this pro,ect %as collected from the profile of the company
and also from various articles in different maga.ines.
The secondary sources used for collecting data are>
/nternal !ources>
$ompany*s (eports.
$ompany*s 0ublications.
$ompany*s ?mployees.
?+ternal !ources>
/nformation %as gathered from
&aga.ines like =)usiness 6orld @ )usiness Today.
)usiness dailies like = The ?conomic Times, The )usiness Aine etc.
2e%s 0aper like = The 3industan Times, )usiness !tandard and The $orporate Times.
Apart from this some information %as also taken from internet.
#I"IT%TIONS OF THE STUDY:-
Though the detailed investigation is made in the present study, still there are follo%ing
limitations.
This study is restricted only to the /T$ 0!0B )hadrachalam only. !o, the results may
not be applicable to other organi.ations.
This study is based on the prevailing customer*s behavior. )ut the customer*s
behavior may change according to time, fashion, technology, development, etc.
Bata collection of e+act data for the research is not possible because there is a gap
bet%een %hat respondent say and %hat they actually do.
/nformation provided by the customers may not be accurate.
!cientific methods of post testing could not be conducted.
P%PER INTRODUCTION
ITC #imite! or ITC is an /ndian conglomerate head:uartered in ;olkata, 6est
)engal. /ts diversified business includes four segments> 9ast &oving $onsumer Coods
(9&$C), 3otels, 0aperboards, 0aper @ 0ackaging and Agri )usiness. /T$'s annual turnover
stood at D7 billion and market capitali.ation of over !D45 billion. The company has its
registered office in ;olkata. /t started off as the /mperial Tobacco $ompany of /ndia and %as
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renamed as the In!ia To&ao Com'an( in "#70, /.T.$. Aimited in "#75 and finally /T$
Aimited in 200"
The company is headed by Eogesh $hander Bevesh%ar. /t employs over 2#,000
people at more than <0 locations across /ndia and is listed on 9orbes 2000. /T$ Aimited
completed "00 years on 25 August 20"0.
/T$ has operations in the 9&$C (9ast &oving $onsumer Coods) industry, 3otels,
0aperboards @ !pecialty 0apers, 0ackaging, Agri1)usiness and /nformation Technology.
6hile /T$ is a market leader in its businesses of 3otels, 0aperboards, 0ackaging, Agri1
?+ports and $igarettes, it is rapidly gaining market share even in its nascent businesses of
0ackaged 9oods @ $onfectionery, )randed Apparel, 0ersonal $are and !tationery.
&eera !hankar ,oined the board of /T$ Atd as the first %omen director in its history.
!he is an additional non1e+ecutive director of the company rates @ Tobacco, 3otels,
/nformation Technology, 0ackaging, 0aperboards @ !pecialty 0apers, Agri1business, 9oods,
Aifestyle (etailing, ?ducation @ !tationery and 0ersonal $are . 9inally the company changed
its name to '/T$ Aimited* on !eptember 200".
The earlier decades of the $ompany's activities centred around the tobacco industry.
/n the !eventies it started to launch other businesses. /n "#78 the $ompany launched its
3otels business %ith the ac:uisition of a hotel in $hennai %hich %as rechristened '/T$1
6elcome group 3otel $hola'. The ob,ective of /T$'s entry into the hotels business %as rooted
in the concept of creating value for the nation
/n "#7#, /T$ entered the 0aperboard business by promoting /T$ )hadrachalam
0aperboards Aimited, %hich today has become the market leader in /ndia.
Fcitation neededG
/n "#H8, /T$ set up !urya Tobacco $o. in 2epal as an /ndo12epali and )ritish ,oint venture.
!ince inception, its shares have been held by /T$, )ritish American Tobacco and various
independent shareholders in 2epal. /n August 2002, !urya Tobacco became a subsidiary of
/T$ Aimited and its name %as changed to !urya 2epal 0rivate Aimited (!urya 2epal). Also
in "##0, leveraging its tends to "0 states covering over 5 million farmers. /T$'s first rural
mall, christened '$houpal !aagar' %as inaugurated in August 2005 at !ehore. In the rural
retail front, 25 '$houpal !aagars' are no% operational in the 4 states of &adhya 0radesh,
&aharashtra and ttar 0radesh
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/n 2000, /T$ forayed into the Creeting, Cifting and !tationery products business %ith
the launch of ?+pressions range of greeting cards. A line of premium range of notebooks
under brand J0aperkraftK %as launched in 2002. To augment its offering and to reach a %ider
student population, the popular range of notebooks %as launched under brand J$lassmateK in
2004. J$lassmateK over the years has gro%n to become /ndia*s largest notebook brand and
has also increased its portfolio to occupy a greater share of the school bag. Eears 20071 200#
sa% the launch of $hildren )ooks, !lam )ooks, Ceometry )o+es, 0ens and 0encils under the
J$lassmateK brand. /n 200H, /T$ repositioned the business as the ?ducation and !tationery
0roducts )usiness and launched /ndia's first environment friendly premium business paper
under the J0aperkraftK )rand. J0aperkraftK offers a diverse portfolio in the premium
e+ecutive stationery and office consumables segment. 0aperkraft entered ne% categories in
the office consumable segment %ith the launch of Te+tliners, 0ermanent /nk &arkers and
6hite )oard &arkers in 200#.
/T$ also entered the Aifestyle (etailing business %ith the 6ills !port range of international
:uality rela+ed %ear for men and %omen in 2000. The 6ills Aifestyle chain of e+clusive
stores later e+panded its range to include 6ills $lassic formal %ear (2002) and 6ills $lublife
evening %ear (2004).
/n 2000, /T$ spun off its information technology business into a %holly o%ned
subsidiary, /T$ /nfotech /ndia Aimited, to more aggressively pursue emerging opportunities
in this area. Today /T$ /nfotech is one of /ndia*s fastest gro%ing global /T and /T1enabled
services companies and has established itself as a key player in offshore outsourcing,
providing outsourced /T solutions and services to leading global customers across key focus
verticals 1 &anufacturing, )9!/ ()anking, 9inancial !ervices @ /nsurance), $0C@(
($onsumer 0ackaged Coods @ (etail), T3T (Travel, 3ospitality and Transportation) and
&edia @ ?ntertainment.
/T$'s foray into the 9oods business is an outstanding e+ample of successfully
blending multiple internal competencies to create a ne% driver of business gro%th. /t began in
August 200" %ith the introduction of ';itchens of /ndia' ready1to1eat /ndian gourmet dishes.
/n 2002, /T$ entered the confectionery and staples segments %ith the launch of the brands
mint1o and $andyman confectionery and Aashirvaad atta (%heat flour). 2004 %itnessed the
introduction of !unfeast as the $ompany entered the biscuits segment. /T$'s entered the fast
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gro%ing branded snacks category %ith )ingoL in 2007. /n ,ust over a decade, the 9oods
business has gro%n to a significant si.e %ith over 200 differentiated products under si+
distinctive brands, %ith an enviable distribution reach, a rapidly gro%ing market share and a
solid market standing.
/n 2002, /T$'s philosophy of contributing to enhancing the competitiveness of the
entire value chain found yet another e+pression in the !afety &atches initiative. /T$ no%
markets popular safety matches brands like i;no, &angaldeep, Aim, Aim &ega and Aim
&etro. /T$'s foray into the marketing of Agarbattis (incense sticks) in 2004 marked the
manifestation of its partnership %ith the cottage sector. /T$'s popular agarbattis brands
include !priha and &angaldeep across a range of fragrances like (ose, Masmine, )ou:uet,
!andal%ood, &adhur, !ambrani and 2agchampa.
/T$ introduced ?ssen.a Bi 6ills, an e+clusive range of fine fragrances and bath @
body care products for men and %omen in Muly 2008. $ontinuing %ith its tradition of
bringing %orld class products to /ndian consumers the $ompany launched '9iama Bi 6ills', a
premium range of !hampoos, !ho%er Cels and !oaps in !eptember, Ictober and Becember
2007 respectively.
The $ompany also launched the '!uperia' range of !oaps and !hampoos in the mass1
market segment at select markets in Ictober 2007 and Nivel Be 6ills @ Nivel range of soaps
in 9ebruary and Nivel range of shampoos in Mune 200H.
Rural initiatives
/T$'s Agri1)usiness is /ndia's second largest e+porter of agricultural products. /T$ is
one of the /ndia's biggest foreign e+change earners (! D 2 billion in the last decade). The
$ompany's 'e1$houpal' initiative is enabling /ndian agriculture significantly enhance its
competitiveness by empo%ering /ndian farmers through the po%er of the /nternet. This
transformational strategy, %hich has already become the sub,ect matter of a case study at
3arvard )usiness !chool, is e+pected to progressively create for /T$ a huge rural distribution
infrastructure, significantly enhancing the $ompany's marketing reach.
The company places computers %ith /nternet access in rural farming villagesO the e1
$houpals serve as both a social gathering place for e+change of information (choupal means
gathering place in 3indi) and an e1commerce hub. 6hat began as an effort to re1engineer the
procurement process for soy, tobacco, %heat, shrimp, and other cropping systems in rural
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/ndia has also created a highly profitable distribution and product design channel for the
companyPan e1commerce platform that is also a lo%1cost fulfillment system focused on the
needs of rural /ndia. The e1$houpal system has also cataly.ed rural transformation that is
helping to alleviate rural isolation, create more transparency for farmers, and improve their
productivity and incomes
Corporate philanthropy
/T$ e1choupal creatively leverages information technology to set up a meta1market in
favour of /ndia's small and poor farmers, %ho %ould other%ise continue to operate and
transact in 'un1evolved' markets.
As of Muly 20"0, services through <800 ?choupal across "0 states, reach more than 5
million farmers in about 50,000 villages. 9ree access to /nternet is also opening %indo%s of
rural /ndia to the %orld at large.
/T$ e1choupal is no% being regarded as a reliable delivery mechanism for resource
development initiatives. /ts potential is being tested through pilot pro,ects in healthcare,
educational services, %ater management and cattle health management %ith the help of
several service providers including non1governmental organi.ations.
$lassmate notebooks %ere launched %ith the initiative of contributing " rupee
to%ards the education of poor children,from every four notebooks it sold. $lassmate, has
launched a programme called Classmate Ideas for India challenge. The programme %ould be
a part of the company's centenary initiative. The nation1%ide programme %ould invite ideas
of the youth, %ho have the potential to transform /ndia. $lassmate /deas for /ndia challenge
plans to reach out to 28 lakh students across 40 cities, 800 schools and 200 colleges across
the country.
/T$ is one of /ndia's foremost private sector companies %ith a market capitalisation of
! D 58 billion and a turnover of ! D 7 billion. /T$ is rated among the 6orld's )est )ig
$ompanies, Asia's '9ab 80' and the 6orld's &ost (eputable $ompanies by 9orbes maga.ine
and among /ndia's &ost Naluable $ompanies by )usiness Today. /T$ ranks among /ndia's '"0
&ost Naluable ($ompany) )rands', in a study conducted by )rand 9inance and published by
the ?conomic Times. /T$ also ranks among Asia's 80 best performing companies compiled
by )usiness 6eek.
8
/T$ has a diversified presence in 9&$C, 3otels, 0aperboards @ !pecialty 0apers,
0ackaging, Agri1)usiness, and /nformation Technology. 6hile /T$ is an outstanding market
leader in its traditional businesses of $igarettes, 3otels, 0aperboards, 0ackaging and Agri1
?+ports, it is rapidly gaining market share even in its nascent businesses of 0ackaged 9oods
@ $onfectionery, )randed Apparel, 0ersonal $are and !tationery.
As one of /ndia's most valuable and respected corporations, /T$ is %idely perceived
to be dedicatedly nation1oriented. $hairman E $ Bevesh%ar calls this source of inspiration -a
commitment beyond the market-. /n his o%n %ords> -/T$ believes that its aspiration to create
enduring value for the nation provides the motive force to sustain gro%ing shareholder value.
/T$ practices this philosophy by not only driving each of its businesses to%ards international
competitiveness but by also consciously contributing to enhancing the competitiveness of the
larger value chain of %hich it is a part.-
/T$'s diversified status originates from its corporate strategy aimed at creating
multiple drivers of gro%th anchored on its time1tested core competencies> unmatched
distribution reach, superior brand1building capabilities, effective supply chain management
and ackno%ledged service skills in hoteliering.
Iver time, the strategic forays into ne% businesses are e+pected to garner a significant
share of these emerging high1gro%th markets in /ndia.
/T$'s Agri1)usiness is one of /ndia's largest e+porters of agricultural products. The
/T$ group's contribution to foreign e+change earnings over the last ten years amounted to
nearly !D 5.# billion, of %hich agri e+ports constituted 8<Q. The $ompany's 'e1$houpal'
initiative is enabling /ndian agriculture significantly enhance its competitiveness by
empo%ering /ndian farmers through the po%er of the /nternet. This transformational strategy,
%hich has already become the sub,ect matter of a case study at 3arvard )usiness !chool, is
e+pected to progressively create for /T$ a huge rural distribution infrastructure, significantly
enhancing the $ompany's marketing reach.
/T$'s %holly o%ned /nformation Technology subsidiary, /T$ /nfotech /ndia Atd.,
provides /T services and solutions to leading global customers. /T$ /nfotech has carved a
niche for itself by addressing customer challenges through innovative /T solutions.
9
/T$'s production facilities and hotels have %on numerous national and international
a%ards for :uality, productivity, safety and environment management systems. /T$ %as the
first company in /ndia to voluntarily seek a corporate governance rating.
/T$ group directly employs more than 4",000 people and the $ompany's )usinesses
and their value1chains generate over 8 million sustainable livelihoods. The $ompany
continuously endeavours to enhance its %ealth generating capabilities in a globalising
environment to consistently re%ard more than 5,"5,000 shareholders, fulfil the aspirations of
its stakeholders and meet societal e+pectations. This over1arching vision of the company is
e+pressively captured in its corporate positioning statement> -?nduring Nalue. 9or the 2ation.
9or the !hareholder.-
0aper is a thin material mainly used for %riting upon, printing upon or for packaging.
/t is produced by pressing together moist fibers, typically cellulose pulp derived from %ood,
rags or grasses, and drying them into fle+ible sheets.
0aper is a versatile material %ith many uses. 6hilst the most common is for %riting
and printing upon, it is also %idely used as a packaging material, in many cleaning products,
in a number of industrial and construction processes, and occasionally as a food ingredient,
particularly in Asian cultures.
HISTORY
The %ord paper derives from the Creek term for the ancient ?gyptian %riting material
called papyrus, %hich %as formed from beaten strips of papyrus plants. The immediate
predecessor to modern paper is believed to have originated in $hina in appro+imately the 2nd
century AB, although there is some evidence for it being used before this date. 0apermaking
is considered to be one of the 9our Creat /nventions of Ancient $hina, since the first pulp
papermaking process %as developed in $hina during the early 2nd century AB by the 3an
court eunuch $ai Aun. $hina used paper as an effective and cheap alternative to silk, letting
them sell more silk, leading to a Colden Age.
The use of paper spread from $hina through the /slamic %orld and entered production
in medieval ?urope in the "4th century, %here the first %ater1po%ered paper mills %ere built
and mechani.ation of papermaking began.FThe industrial production of paper in the early
"#th century caused significant cultural changes %orld%ide, allo%ing for relatively cheap
e+change of information in the form of letters, ne%spapers and books for the first time. /n
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"H55, both $anadian inventor $harles 9enerty and Cerman inventor 9.C. ;eller had invented
the machine and process for pulping %ood for the use in paper making. This %ould end the
nearly 20001year use of pulped rags and start a ne% era for the production of ne%sprint and
eventually all paper out of pulped %ood.
P%PER INDUSTRY IN INDI%
The /ndian 0aper /ndustry accounts for about ".<Q of the %orld production of
paper and paperboard. The estimated turnover of the industry is (s 28,000 crore (!B 8.#8
billion) appro+imately and its contribution to the e+che:uer is around (s. 2#"H crore (!B
0.<# billion). The industry provides employment to more than 0."2 million people directly
and 0.45 million people indirectly.
The industry %as de licensed effective from Muly, "##7 by the Covernment of /ndiaO
foreign participation is permissible. &ost of the paper mills are in e+istence for a long time
and hence present technologies fall in a %ide spectrum ranging from oldest to the most
modern.

The mills use a variety of ra% material vi.. %ood, bamboo, recycled fiber, bagasse,
%heat stra%, rice husk, etc.O appro+imately 48Q are based on chemical pulp, 55Q on recycled
fiber and 2"Q on agro1residues. The geographical spread of the industry as %ell as market is
mainly responsible for regional balance of production and consumption.
6ith added capacity of appro+imately 0.H million tons during 200710H the operating
capacity of the industry currently stands at #.4 million tons. Buring this fiscal year, domestic
production of paper and paperboard is estimated to be 7.< million tons. As per industry
guesstimates, over all paper consumption (including ne%sprint) has no% touched H.H< million
tons and per capita consumption is pegged at H.4kg.
Bemand of paper has been hovering around HQ for some time. Buring the period
2002107 %hile ne%sprint registered a gro%th of "4Q, 6riting @ 0rinting, $ontainerboard,
$arton board and others registered gro%th of 8Q, ""Q, #Q and "Q respectively. !o far, the
gro%th in paper industry has mirrored the gro%th in CB0 and has gro%n on an average <17
per cent over the last fe% years. /ndia is the fastest gro%ing market for paper globally and it
11
presents an e+citing scenarioO paper consumption is poised for a big leap for%ard in sync %ith
the economic gro%th and is estimated to touch "4.#8 million tons by 20"81"<
The futuristic vie% is that gro%th in paper consumption %ould be in multiples of
CB0 and hence an increase in consumption by one kg per capita %ould lead to an increase in
demand of " million tons. As per industry estimates, paper production are likely to gro% at a
$AC( of H.5Q %hile paper consumption %ill gro% at a $AC( of #Q till 20"21"4. The
import of pulp @ paper products is likely to sho% a gro%ing trend.
9oreign funds interest in the /ndian paper sector is gro%ing. /9$, the investment
arm of the 6orld )ank is already associated %ith at least three of the /0&A member mills.
$RO)TH
The increasing demand for paper brings %ith it ne% challenges of economies of scale,
efficient usage of resources, need to develop and e+pand sustainable use of fiber, and value
chain management, etc. Bespite the fact that the /ndian 0aper /ndustry holds its importance to
the national economy, unfortunately it stands fragmented.
0aper sector is dominated by small and medium si.e unitsO number of mills of
capacity 80000 tons per annum or more is not more than 28. Aess than half a do.en mills
account for almost #0Q production of ne%sprint in the country. There is a gro%ing need to
moderni.e the /ndian mills, improve productivity and build ne% capacities.
12
CO"P%NY PROFI#E
/T$ is one of /ndia's foremost private sector companies %ith a market capitali.ation
of over ! D 40 billion and a turnover of ! D < billion. /T$ is rated among the 6orld's )est
)ig $ompanies, Asia's '9ab 80' and the 6orld's &ost (eputable $ompanies by 9orbes
maga.ine, among /ndia's &ost (espected $ompanies by )usiness 6orld and among /ndia's
&ost Naluable $ompanies by )usiness Today. /T$ ranks among /ndia's R"0 &ost Naluable
($ompany) )rands', in a study conducted by )rand 9inance and published by the ?conomic
Times. /T$ also ranks among Asia's 80 best performing companies compiled by )usiness
6eek.
/T$ has a diversified presence in $igarettes, 3otels, 0aperboards @ !pecialty 0apers,
0ackaging, Agro1)usiness, 0ackaged 9oods @ $onfectionery, /nformation Technology,
)randed Apparel, 0ersonal $are, !tationery, !afety &atches and other 9&$C products.
6hile /T$ is an outstanding market leader in its traditional businesses of $igarettes, 3otels,
0aperboards, 0ackaging and Agro1?+ports, it is rapidly gaining market share even in its
nascent businesses of 0ackaged 9oods @ $onfectionery, )randed Apparel, 0ersonal $are and
!tationery.
As one of /ndia's most valuable and respected corporations, /T$ is %idely perceived
to be dedicatedly nation1oriented. $hairman E $ Bevesh%ar calls this source of inspiration -a
commitment beyond the market-. /n his o%n %ords> -/T$ believes that its aspiration to create
enduring value for the nation provides the motive force to sustain gro%ing shareholder value.
/T$ practices this philosophy by not only driving each of its businesses to%ards international
competitiveness but by also consciously contributing to enhancing the competitiveness of the
larger value chain of %hich it is a part.-
13
/T$'s diversified status originates from its corporate strategy aimed at creating
multiple drivers of gro%th anchored on its time1tested core competencies> unmatched
distribution reach, superior brand1building capabilities, effective supply chain management
and ackno%ledged service skills in hoteliering. Iver time, the strategic forays into ne%
businesses are e+pected to garner a significant share of these emerging high1gro%th markets
in /ndia.
/T$'s Agro1)usiness is one of /ndia's largest e+porters of agricultural products. /T$ is
one of the country's biggest foreign e+change earners (! D 4.2 billion in the last decade).
The $ompany's 'e1$hou pal' initiative is enabling /ndian agriculture significantly enhance its
competitiveness by empo%ering /ndian farmers through the po%er of the /nternet. This
transformational strategy, %hich has already become the sub,ect matter of a case study at
3arvard )usiness !chool, is e+pected to progressively create for /T$ a huge rural distribution
infrastructure, significantly enhancing the $ompany's marketing reach.
/T$'s %holly o%ned /nformation Technology subsidiary, /T$ /nfoTech /ndia Atd,
provides /T services and solutions to leading global customers. /T$ /nfoTech has carved a
niche for itself by addressing customer challenges through innovative /T solutions.
/T$'s production facilities and hotels have %on numerous national and international
a%ards for :uality, productivity, safety and environment management systems. /T$ %as the
first company in /ndia to voluntarily seek a corporate governance rating.
/T$ employs over 2<,000 people at more than <0 locations across /ndia. The
$ompany continuously endeavors to enhance its %ealth generating capabilities in a
globali.ing environment to consistently re%ard more than 5,00,000 shareholders, fulfill the
aspirations of its stakeholders and meet societal e+pectations. This over1arching vision of the
14
company is e+pressively captured in its corporate positioning statement> -?nduring Nalue.
9or the 2ation. 9or the !hareholder.-
ITC B*sinesses
F"C$
S $igarettes @ $igars
S 9oods
S Aifestyle (etailing
S 0ersonal $are
S ?ducation and !tationery
S !afety &atches
S Agarbattis
S0aperboards @ 0ackaging
S 0aperboards @ !pecialty 0apers
S 0ackaging.
%+ri B*siness
S Agri $ommodities @ (ural !ervices
S e1$hou pal
S Aeaf Tobacco, !pices @ Agri /nputs
Hote,s
Information Tehno,o+(
$ro*' Com'anies
EDUC%TION %ND ST%TIONERY :
15
/T$ made its entry to the education and stationery business %ith its 0aper ;raft brand
in the premium segment in 2002O and later e+panded into the popular segment %ith its
$lassmate brand in 2004. )y 2007, $lassmate became the largest 2otebook brand in the
country. Together, $lassmate and 0aper ;raft offer a range of products in the ?ducation @
!tationery space to the discerning consumer, providing unrivalled value in terms of product
@ price.
$lassmate and 0aper ;raft have become a natural e+tension of the consumer.
&eticulous understanding of consumer needs helped creating a relevant and comprehensive
portfolio satisfying the needs of different sets of consumers.
/T$ is the manufacturer of /ndia's first I.one treated environment friendly ?lemental
$hlorine 9ree (?$9) pulp, paper and paperboard. /t blends its kno%ledge of image
processing, printing and conversion garnered from 0ackaging @ 0rinting )usiness %ith its
brand building and trade marketing @ distribution strengths resident in its 9&$C business to
offer superior value products to consumers.
0aper ;raft )usiness paper and the papers used in $lassmate and 0aper ;raft
notebooks are superior in :uality and environment1friendly. Ither offerings available in
education and !tationery range are safe and certified non1to+ic.
$lassmate is the lead provider of all student stationery needs. /T$ launched its
$lassmate brand in 2004 %ith the notebooks category. !ubse:uently, $lassmate added ne%
products to its portfolio %hich no% consists of pens, pencils, mechanical pencils and
geometry bo+es.
$lassmate aspires to partner young minds in discovering, nurturing @ believing in
ideas that reside inside each one of us. 3ave fun e+ploring, creating @ believing in your
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ideas, in classrooms @ beyond. /deas that defy @ change beliefsO ideas that allo% you to lead
rather be ledO ideas that are inside each one of us but only a%ait self recognition @ belief.
Eour belief makes your ideas %ork for you @ become bigO allo%ing you to be all that you
can.
$lassmate is 9or the )/C ideas in you.
C#%SS"%TE
C#%SS"%TE NOTEBOO-S:
$lassmate is /ndia's 2o. " 2otebook brand. /ts range of more than 400 variants is
custom made to take care of varying needs in notebooks, long books, practical books,
dra%ing books @ reminder pads segments. These notebooks reach more than <8,000 outlets
across the country.
The $lassmate 2otebook range builds in regional preferences and caters to the
re:uirements of All /ndia @ !tate ?ducation )oards. ?very $lassmate notebook carries /T$'s
$orporate !ocial (esponsibility message on its back. 9or every four $lassmate 2otebooks
purchased, /T$ contributes (e. " to its social development initiative that supports, among
other pro,ects, primary education. $lassmate recently launched the $lassmate $omposition
17
notebooks %hich are <0C!& notebooks %ith magenta ruling and %ith increased spacing for
superior %riting e+perience.
C#%SS"%TE PENS:
/T$ forayed into the pen industry %ith the launch of $lassmate pens across markets
offering the consumer stylish and attractive designs.
$lassmate pens deliver unmatched comfort @ neat %riting e+perience. $lassmate
pens are attractive in design and superior in :uality. The pens offer ergonomically grip,
precision engineered tips @ controlled ink flo% mechanisms to keep the %riting smudge free
and the %riting e+perience a pleasureL
?+citing range of pens from $lassmate include ) Tuick, ) 2eat, ) 9ine, ) 0ositive,
Nolt, NI, (adian and Cenghis under the )all point pens and Cel fun, Ictane, ;rypton,
Attila and Tro,an under the Cel pens.
C#%SS"%TE PENCI#S >
$lassmate pencils are designed to %rite dark and smooth, and provide the user a
0leasing and effortless %riting e+perience.
$lassmate pencils have the strong advantage of lesser lead %ear out, hence these
pencils J!tay !harp AongerK. There is minimal need for sharpening thus, giving fine %riting
for longer. $lassmate $arbon black is a U!uper Bark* pencil offering the dual benefit of lesser
lead %ear out and darker %riting. $lassmate has recently launched the $lassmate 2) Trilobite
pencils that are specially designed %ith a Jtri1gripK for a comfortable and firm hold.
C#%SS"%TE "ECH%NIC%# PENCI#S>
18
$lassmate &echanical 0encils are high :uality pencils intended for sharp, precise
6riting and dra%ing. They are smart and offer a steady and comfortable %riting and Bra%ing
e+perience. These are especially used by those %ho need to make precise Bra%ings in
sub,ects like maths, engineering etc.
$lassmate Ba Ninci mechanical pencils are %ell designed pencils %ith a 0.7mm tip. /t
has a high gloss translucent body fitted %ith a firm rubber grip for steady comfortable
%riting. The 0.7mm 3) lead is designed so as to have increased strength and lo%er breakage.
An eraser %ith cap is integrated for added convenience. These pencils are available in 2
colors = blue and green.
C#%SS"%TE "%THS INSTRU"ENTS:
C,assmate In.ento / C,assmate Vitor is part of the range of Ceometry )o+es.
)oth products offer unmatched precision in their instruments. This is achieved by providing
die1cast metallic tools that provide fla%less accuracy to the student. 6hile -/nvento- is
positioned as a more premium product carrying interesting trivia and other useful information
about the sub,ect, -Nictor- provides tinted plastic instruments that make it easier for
beginners. $lassmate math instrument portfolio also offers /nvento compass and the /nvento
?+am ;it %hich includes all essential high precision instruments.
ER%SERS / SH%RPENERS
$lassmate offers a range of erasers and sharpeners in its portfolio. $lassmate
sharpeners come in various attractive designs namely, 6histle, Aero plane, !huttle and !nail
shapes. The 6histle sharpener has an attractive design %ith an inbuilt eraser %hile the Aero
plane sharpener has an ad,ustable s%itch to vary the pointed ness of the pencil lead. /t also
has the regular and long1point sharpeners %hich provide a comfortable grip and have long
19
lasting nickel1plated blades. ?rasers from $lassmate are non1to+ic and phthalate1free making
it completely safe for use by children.
P%PER-R%FT
0aper ;raft is the lead provider of all premium e+ecutive stationery needs. The 0aper
;raft range of products aims at satisfying the stationery and office consumables needs of
office e+ecutives and %orking professionals. The current 0aper ;raft portfolio includes
0remium )usiness 0aper, 0aper !tationery, &arkers and 3ighlighters
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INTRODUCTION TO ITC #TD 0 PSPD S%R%P%-%
%&o*t ITC:
/T$ is one of /ndia's foremost private sector companies %ith a market capitali.ation of
around ! D "H billion and a turnover of ! D 5.78 billion.
/t is rated among the 6orld's )est )ig $ompanies by 9orbes maga.ine,
/T$ ranks third in pre1ta+ profit among /ndia's private sector corporations.
/T$ has a diversified presence in $igarettes, 3otels, 0aperboards @ !pecialty 0apers,
0ackaging, Agri1)usiness, 0ackaged 9oods @ $onfectionery, /nformation
Technology, )randed Apparel, 0ersonal $are, !tationery, !afety &atches and other
9&$C products.
%&o*t ITC #t! Pa'er / S'eia,t( Pa'er Di.ision:
The $ompany %as incorporated as )hadrachalam 0aperboards Aimited on "7
th
of Muly,
"#78 as a 0ublic Aimited $ompany under the $ompanies Act, "#8<. /n Mune "#7<, the Aetter
of /ntent issued earlier to /T$ Aimited %as converted into an /ndustrial Aicense in favor of
the $ompany for the manufacture of 80,000 tones of paper and paperboards. The name of the
$ompany %as changed to /T$ )hadrachalam 0aperboards Aimited %ith effect from 40
th
August "##".
The $ompany head:uartered in !ecunderabad, has an integrated &ill situated at
!arapaka Nillage on the banks of the river Codavari at )hadrachalam. /t %ent into
commercial production on "
st
Ictober "#7# (Ni,ayaBasami Bay). The pro,ect %as completed
in a record time of 27 months from the commencement of civil %orks, a feat comparable to
the best /nternational !tandards at that time. The $ompany set up its second manufacturing
facility at )oll arum near 3yderabad in "##4 %here there is a $ast $oating 0lant.
21
/T$*s 0aperboards and !pecialty 0apers Bivision is /ndia*s largest and most
technologically advanced paper and paperboards business. /T$ caters to a %ide spectrum of
packaging, graphic, communication, %riting, printing and specialty paper re:uirements
through its four %orld1class mills in /ndia. 3aving pioneered many specialty applications like
cigarette tissues, packaging boards, aseptic cartons and gypsum liners, /T$*s 0aperboards and
!pecialty papers business en,oys market leadership in the value1added paperboards segment,
and also has a significant share of the /ndian paperboards market. /t is also the largest /ndian
e+porter of coated boards.
/T$ takes great pride in servicing a large cross1section of industry re:uirements =
from cigarette tissues to 9&$C cartons, from electrical insulation papers to gypsum board
liners, from decorative laminate base to %riting and printing papers and much more. /T$
straddles the entire spectrum of paperboards = from "00Q virgin, food1grade boards to "00
recycled boards.
SO"E OF ITC1S PRO"INENT P%PERBO%RD BR%NDS %RE:
?ach of the mills speciali.es in a range of products. Together, these units produce
more than 800000 T0A of paper and paperboards that meet stringent :uality re:uirements
across the %orld. All four manufacturing units are /!I #00"O /!I "500" and I3!A! "H00"
certified and meet strict ?nvironment, 3ealth and !afety norms.
The unit in )hadrachalam is /ndia*s largest integrated pulping and paperboard
manufacturing unit. /t boasts of e:uipment supplied by internationally reno%ned suppliers for
pulping processes, paper machines, %eb detection @ inspection systems, and finishing @
packing lines. $urrently the unit produces high1end virgin and recycled boards for packaging
and graphic applications, as %ell as fine printing papers. 6ith the commissioning of a ne%
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%ood free paper machine in &ay 200H, /T$ has made its entry into the %riting, printing and
copier papers segment.
The Tribune unit speciali.es in fine papers and tissues and the product range from this
unit comprises opa:ue papers for fine printing like the )ible, dictionaries, cigarette tissues,
medical grade papers, anti1rust papers, electrical insulation papers, decor surface, printing
and barrier papers.
The )oll ram unit manufactures specialty boards such as cast coated papers and
boards, poly e+trusion coated barrier boards and $2! art boards and brief cards. /T$ has also
commissioned a second poly1e+trusion in 9ebruary 200H to meet the gro%ing re:uirements of
barrier boards. $ustomers are at the core of the business. This is reflected in the diverse range
of products, grades and value added services. There is a strong focus on partnering customers
to co1create and deliver superior solutions, enhancing their competitive advantage.
The )usiness' :uality philosophy is reflected at every stage = from the selection of
clones used for gro%ing pulp%ood to %orld1class manufacturing facilities to the finishing and
packing lines. /t embraces the relevant skills and competencies of employees, managers and
specialists as %ell.
A dedicated net%ork of regional sales offices, an e+tensive dealer and agent net%ork
in /ndia and across the globe enables /T$*s 0aperboards and !pecialty 0apers business to
reach out to customers in more than a "00 different locations. 6ith the division1%ide
implementation of ?nterprise (esource 0lanning (?(0) by 200#, the business %ill also offer
customers an enriched e+perience through enhanced connectivity and %eb1access to many of
the services that are currently handled offline.
23
/T$*s commitment beyond the market finds a strong e+pression in the !ocial and
9arm forestry programmers spearheaded by the business. These programmers help create
millions of man hours of employment for the rural poor, besides being a sustainable source of
high1:uality ra% material for the business. /T$*s (esearch and Bevelopment efforts in
creating disease resistant, high yielding clones help farmers reali.e greater yields in a shorter
time = from land that may be other%ise unproductive. H7000 hectares of planted area stands
testimony to /T$*s commitment to sustainable forestry.
!upporting the cause of clean technology, /T$ is a front1runner in introducing
environment1friendly ?lemental $hlorine 9ree (?$9) technology, and more recently, I.one
bleaching in /ndia. /T$*s focus on being a carbon1positive, %ater1positive, .ero1solid %aste
disposal organi.ation leads it to constantly develop %ays of reducing, reusing and recycling.
/T$*s 0aperboards and !pecialty 0apers business has also been a first1mover in the
field of collecting and recycling post1consumer %aste from residential localities, corporate
and educational institutes. /T$ reaches out directly to consumers %ith its 6ealth Iut of
6aste (6I6) campaign that has been successfully implemented in select locations across
central and southern /ndia, and %ill soon be reaching other locations across the country.
%)%RDS:
/T$'s 0aperboards @ !pecialty 0apers business has %on numerous a%ards for :uality,
environmental management systems and product e+cellence>
24
OPER%TIONS / ENER$Y:
/ndian &anufacturing ?+cellence Cold A%ard 2007 and 200< to nit )oll ram by
9rost @ !ullivan in ackno%ledgement of the achievement in sustaining and maintaining
manufacturing e+cellence.
0aper &ill of the Eear 200810< A%ard to the )hadrachalam paperboards mill by the
/ndian 0aper &anufacturers Association (/0&A).
The )ritish !afety $ouncil*s 9ive !tar 3ealth and !afety A%ard 200H to the
)hadrachalam nit. 9ive !tar rating from the )ritish !afety $ouncil to ;ovai nit in 200H
and 2007, )oll ram in 2007, and Tribune nit in 200<. /n 2007, Tribune nit %as also
a%arded the !%ord of 3onor. These a%ards are given for e+cellence in 3ealth @ !afety
management.
The $// conferred the 2ational A%ard for ?+cellence in ?nergy &anagement for the
ninth time in succession and the 2ational A%ard for ?+cellence in 6ater &anagement for the
fourth year in succession in 200H and also the )est /nnovative 0ro,ect A%ard in 200< to the
)hadrachalam nit. The a%ards %ere given for successful implementation of energy saving
pro,ects and for significant reduction in specific energy and %ater consumption. The same
%ere also a%arded to the Tribune factory in 200H. Tribune also received the /nnovative $ase
study a%ard. &onger nit received the $//1C)$ 2ational A%ard for ?+cellence in 6ater
&anagement 200H for the third time. nit ;ovai has also been declared as the ?+cellent
6ater ?fficient nit under 2ational A%ard for ?+cellence in 6ater &anagement 2007.
25
2ational A%ard for ?nergy $onservation 200H to nit Tribune from the &inistry of
0o%er @ 2on1conventional energy sources. This is the third year in succession that Tribune
nit has received this recognition. nit )hadrachalam %on the same a%ard in 2008.
ENVIRON"ENT
The Creentech ?nvironment ?+cellence Cold A%ard 200H, 200< and 2005 in the
manufacturing sector, for the )hadrachalam factory. Through these a%ards the Creentech
9oundation recogni.es industrial and service sector organi.ations for their outstanding
achievements in environment protection.
'Top Creen (ating' in 2005 by the $entre for !cience @ ?nvironment ($!?). The
)hadrachalam nit %as ad,udged as /ndia's most environment1friendly paper mill. Colden
0eacock A%ard = 2004 = The 6orld environmental foundation presents this a%ard for the
highest achievement in environmental management.
OTHERS
$apelin*s Top ?+port A%ard 200810<, 2005108 and 2004105 for the 8th consecutive
year in recognition of highest e+ports in value terms, in the 0aper and 0aperboard category.
The prestigious /ndira 0riyadarshini Nrikshamitra A%ard for outstanding contribution
to the cause of a forestation and the development of %astelands.
26
VISION
To be a Nalued 0layer in the Clobal 0aperboard @ 0aper /ndustry by
Aeadership in :uality = 0roducts, 0rocesses, !ervice @ 0eople.
$ontinuous enhancement of value for all stakeholders, and
pholding societal values and e+pectations
"ISSION
To manufacture and market 800,000 T0E of premium coated paperboards @ specialty
papers by the year 2008.
To be a customer1driven company %ith strong focus on>
CERTIFIC%TION:
/!I #002(2000)> nit )hadrachalam 1 Assurance for Tuality &anagement !ystems
certified by B2N, The 2etherlands. 6e are in the process of getting the accreditation
for /!I #00"(2000)
/!I "500"("##<)> nit )hadrachalam = ?nvironment 3ealthy and !afety systems
certified by B2N (Bet 2orske Neritas), The 2etherlands.
/T$*s 0aperboards and !pecialty 0apers Bivision (0!0B) is /ndia*s largest and most
technologically advanced paper and paperboards business.
/T$ caters to a %ide spectrum of packaging, graphic, communication, %riting,
printing and specialty paper re:uirements through its four %orld1class mills in /ndia.
27
3aving pioneered many specialty applications like cigarette tissues, packaging
boards, aseptic cartons and gypsum liners, /T$*s 0aperboards and !pecialty papers
business en,oys market leadership in the value1added paperboards segment, and also
has a significant share of the /ndian paperboards market.
/t is also the largest /ndian e+porter of coated boards
CONSU"ER BEH%VIOUR
28
Definition: According to J03/AA/0 ;ITA?(K $onsumer )ehavior is all
psychological, !ocial and physical behavior of potential customers as the become a%are of,
evaluate, purchase consumer and tell others about products and services.
$onsumer )ehavior $an is defined as those acts of individuals (consumer) directly
involved in obtaining, using and disposing of economic goods and services, including the
decision process that precede and determine these acts.
The !tudy of $onsumer behavior deals %ith ho% individuals make decisions to spend
their values recourses, money time effort etc... In consumption related items. /t includes s the
study of %hat they buy, %hy they buy, %here they buy, it and no% they buy it.
TYPES OF CONSU"ERS:
") The personal $onsumers.
2) Irgani.ational $onsumers.
The personal consumer is the individual %ho buys %ell and service of his o%n use.
?+> ") !having $ream for the use of himself.
2) /n the all those conte+ts, the goods one bought for final or end use by individual,
%ho are referred as Jend userK or ultimate consumer.
4) The second category of consumers, the organi.ation consumer encompasses
private business, government agencies.
THE RO#E OF CONSU"ER RESE%RCH
$onsumer research describes the process and tools used to study consumer
behavior. .)roadly speaking, there are t%o theoretical perspectives that guide the
development of consumer research methodology> positivist approach and the interpretive
approach.
0ositivists tend to be ob,ective and empirical, to seek causes for behavior, and to
conduct research studies that can be generali.ed to larger populations. $onsumer research
designed to provide data to be used for strategic managerial decisions falls into this category.
29
The researches done by interpret vests, on the other hand, tend to be :ualitative and
based on small samples. Although they tend to vie% each consumption situation as uni:ue
and non predictable, interpret vests seek to find common patterns of operative values,
meanings, and behavior across consumption situations.
The "ar2etin+ "i3 :
The marketing mi+ consists of a company*s service andVor product offerings to
consumers and the methods and tools it selects to accomplish the e+change. The marketing
mi+ consists of four elements>
") The product of service (i.e., the features, designs, brands, and packaging offered,
along %ith post purchase benefits such as %arranties and return policies).
2) The 0rice ( the list price, including discounts, allo%ances, and payment methods
4) The 0lace (The distribution of the product or service through specific store and
moon store outlets).
5) 0romotion (The advertising, sales promotion, public relations, and sales efforts
designed to build a%areness of and demand for the product or service).
CUSTO"ER V%#UE:
$ustomer value is defined as the ratio bet%een the customers*s perceived benefits
(economic, functional and psychological) and the resources (monetary, time effort
psychological) used to obtain those benefits. 0erceived value is relative and sub,ective.
CUSTO"ER S%TISF%CTION:
$ustomer satisfaction is the individual*s perception of the performance of the product
or service in relation to his or her e+pectations. As noted earlier, customers %ill have
drastically different e+pectations of an e+pensive 9rench restaurant and a &cBonald*s
although both are part of the restaurant industry. The concept of customer satisfaction is a
function of customer e+pectations. A customer %hose e+perience falls belo% e+pectations
(e.g. used dishes not cleared :uickly enough at an e+pensive restaurant or cold fries served at
&cBonald*s) %ill be dissatisfied. Biners %hose e+periences match e+pectations %ill be
satisfied. And customers %hose e+pectations are e+ceeded
30
(e.g., by small samples of delicious food Ufrom the $hief* served bet%een courses at the
e+pensive restaurant, or a %ell1 designed.
CUSTO"ER RETENTION:
The overall ob,ective of providing 028 value to customers continuously and more
effectively than the competition is to have highly satisfied ( even delighted ) customers O this
strategy of customer retention makes it in the best interest of customers to stay %ith the
company rather than s%itch to another firm. /n almost all business situations, it is more
e+pensive to %in ne% customers than to keep e+isting ones.
!tudies have sho%n that small reductions in customer defections produce significant
increases in profits because (") loyal customers by more productsO (2) loyal customers are
less price sensitive and pay less attention to competitorsR advertising> (4) servicing e+isting
customers, %ho are familiar %ith the firm*s offerings and processes, is cheaperO and (5) loyal
customers spread positive %ord of month and refer other customers. 9urthermore, marketing
efforts aimed at attracting ne% customers are e+pensive > Today the /nternet and digital
marketer = consumer interactions are ideal tools for tailoring products and services to the
specific needs of consumers ( often termed one1 to = marketing ) offering them more value
through increased customer intimacy and keeping the customers returning to the company.
"%R-ETIN$ ETHICS %ND SOCI%# RESPONSIBI#ITY :
The marketing concept as %e kno% it = fulfilling the needs of target audiences = is
sometimes inappropriate. This is particularly true in situations in %hich the means for need
satisfactions, the product or service provided to fulfill customer U needs, U can be harmful to
the individual or to society (e.g.,. tobacco) or cause environmental deterioration. Civen the
fact that all companies prosper %hen society prospers, many people believe that all of us.
$ompanies as %ell as individuals %ould be better off if social responsibility %ere integral
component of every marketing decision. A reassessment of the traditional marketing concept
suggests that a more appropriate conceptuali.ation for the times in %hich %e live %ould
balance the need of society %ith the needs of individual and the organi.ation.
The societal marketing concept re:uires that all marketers adhere to principles of
social responsibility in the marketing of their goods and servicesO that is , they should
31
endeavor to satisfy the needs and %ants of their target markets in %ays that preserve and
enhance the %ell1being of consumers and society as a %hole. Thus, a restructured definition
of the marketing concept calls on marketers to fulfill the needs of the target audience in %ays
that improve society as a %hole, %hile fulfilling the ob,ectives of the organi.ation. According
to the societal marketing concept, fast1food restaurants should develop foods than contain
less fat and starch and more nutrients , and marketers should not advertise alcoholic
beverages or cigarettes to young people , or use young models or professional athletes in
li:uor or tobacco advertisements, because celebrates so often serve as role models for the
young.
CONSU"ER BEH%VIOR %ND DECISION "%-IN$ %RE INTERDISCIP#IN%RY:
$onsumer behavior %as relatively ne% field of study in the mid1to late "#<0s.
)ecause it had no history or body of research of its o%n , marketing theorists borro%ed
heavily from concepts developed in other scientific disciplines, such as psychology ( the
study of the individual) , sociology ( the study of groups) ,anthropology ( the influence of
society on the individual), and economics to form the basis of this ne% marketing discipline.
&any early theories concerning consumer behaviors %ere based on economic theory on the
notion that individuals act rationally to ma+imi.e their benefits (satisfactions) in the purchase
of goods and services. Aater research discovered that consumers are ,ust as likely to purchase
impulsively and to be influenced not only by family and friends, by advertisers and role
models, but also by mood, situation, and emotion. All of these factors combine to form a
comprehensive model of consumer behavior that reflects both the cognitive and emotional
aspects of consumer decision making.
CONSU"ER RESE%RCH P%R%DI$"S :
Bespite their assumptions that consumers %ere logical problem solvers %ho engaged
in careful thought processing (i.e., information processing) to arrive at their consumption
decisions, researchers soon reali.ed that consumers %ere not al%ays consciously a%are of
%hy they made the decisions they did. ?ven they %ere a%are of their basic motivations,
consumers %ere not al%ays %illing to reveal those reasons.
/n "#4#, a Niennese psychoanalyst named ?rnest Bither began to use 9reudian
0sychoanalytic techni:ues to uncover the hidden motivations of consumers. )y the late
"#80s. 3is research methodology (called motivational research), %hich %as essentially
32
:ualitative in approach, %as %idely adopted by consumer researchers. As a result Bitcher*s
%ork and subse:uent research designed to search deep %ith in the consumer*s psycheO
consumer researches today use t%o different types of research methodology to study
consumer behavior =:uantitative research and :ualitative research.
4U%NTIT%TIVE RESE%RCH:
Tuantitative research is descriptive in nature and is used by researchers to understand
the effects of various promotional inputs on the consumer, thus enabling marketers to
JpredictK consumer researches primarily concerned %ith predicting consumer behavior are
kno%n as positivists. The research methods used in positivist research are borro%ed primarily
from of the natural sciences and consist of e+periments, survey techni:ues, and observation,.
The findings are descriptive, empirical, and, if collected randomly (i.e., using a probability
sample) can be generali.ed to larger populations. )ecause the data collected are :uantitative.
They learn themselves to sophisticated statistical analysis.
THE CONSU"ER RESE%RCH PROCESS:
The ma,or steps in the consumer research process include.
") Befining the ob,ectives of the research.
2) $ollecting and evaluating secondary data,
4) Besigning a primary research study,
5) $ollecting primary data,
8) Analy.ing the data, and
<) 0reparing a report on the findings,
33
CO##ECTIN$ SECOND%RY D%T%:
A search for secondary data generally follo%s the statement of ob,ectives. !econdary
information is any date originally generated for some purpose other than the present research
ob,ectives. /t includes findings bases on research done by outside organi.ations, data
generated in = house for earlier duties, and even customer information collected by the firm*s
sales or credit departments.
Aocating secondary data is called secondary research. (Iriginal research performed
by individual researchers or organi.ations to meet specific ob,ectives is called primary
research.) !econdary research findings sometimes provide sufficient insight into the problem
at hand to eliminate the need for primary research.
&ost often, it provides clues and direction of the design of primary research.
Covernment agencies, private population data firms, marketing research companies, and
advertising agencies are all important sources of secondary market data. 9or e+ample, the
nited !tates $ensus )ureau collects data on the age, education and income of .! residents
by state and region and also provides pro,ections on the future gro%th or decline of various
demographic segments.
Additional information on rents, places of %ork. Automobile o%nership. And a pattern
of migration is provided by the government in studies of census tracts %ithin ma,or
metropolitan areas. &edia mark (esearch provides information about the reader profiles and
circulation figures of ne%spapers and maga.ines. The $larita*s organi.ation provides
demographic and lifestyle profiles of the consumers residing in each .!. Wip code. Any firm
operating globally may find key statistics about any country in the %orld in the $/A*s
electronic %orld 9act book published on the 6eb.
/f more detailed information on purchasing patterns or product usage is needed or if
psychological or socio cultural consumer information is sought, then primary data must be
collected. (esearch to secure such information is more costly and more time consuming than
secondary research but is likely to yield amore accurate picture than studies based on
secondary data alone.
DESI$NIN$ PRI"%RY RESE%RCH:
34
The design of a research study is based on the propose of the study. /f descriptive
information is needed, then a :uantitative study is likely to undertakenO if the purpose is to
get ne% ideas (e.g. 9or repositioning a product), then a :ualitative study is undertaken.
)ecause the approach for each type of research differs in terms of method of data collection,
sample design, and type of data collection instrument used, each research approach is
discussed separately belo%.
)HY TO STUDY CONSU"ER BEH%VIOUR:
To operate successfully, marketers must have a thorough understanding e+plicit rather
than implicit of %hat makes consumer to buy. They have to kno% %hy they buy, %hat needs
they are trying to fulfill and %hat outside influences effect their product choices ironed to
design a marketing strategy that %ill favorably influences the related consumer decisions.
DESI$NIN$ "%R-ETIN$ STR%TE$IES:
&arketers use an understanding of consumer behavior to anticipate future behaviors
based on the implications of specific marketing strategies. !o kno%ledge of consumer
behavior facilitates development of successful marketing strategies.
"E%SURIN$ "%R-ET PERFOR"%NCE:
;no%ledge of consumer behavior serves as a strong basis. 9or the development of
market strategies it also serves to reflect in market place enables the marketers to measure of
specific marketing strategy.
SE$"ENTIN$ "%R-ETS:
&arketers also use kno%ledge of consumer behavior to segment their markets. 6hen
such a vast market made up of individuals %ho vary significantly in terms of their education,
age, interests, income, it %ould be close to impossible for the average marketer to design a
marketing strategy or a marketing mi+ %ith sufficiently universal appeal to influence the
purchase decisions of consumers.
The strategy the most marketers have developed to handle their vast potential market
is to handle their vast potential market is to divide it up into smaller sub troops or segments
each of %hich is similar ( i.e. namogeneous regarding some characteristics that is relevant to
the purchase or the usage of product category).
35
The process is called market segmentation. Ine of the ma,or contributions of
consumer behavior to marketers is the identification of meaningful variables upon %hich to
segment markets.
"%JOR F%CTORS INF#UENCIN$ CONSU"ER BEH%VIOUR:
$onsumer does not make their decisions in vacuum. Their purchase decisions are
highly influenced by cultural, social, personal and psychological factors.
SOCI%# F%CTORS :
36
!ocial factors refer to forces that other people e+ert and %hich affect consumers*
purchase behavior. These social factors can include culture and subculture, roles and family,
social class and reference groups.
E3am',e:
)y taking into consideration (eference group, these can influenceV affect the
consumer buying behavior. (eference group refers to a group %ith %hom an individual
identifies herselfV himself and the e+tent to %hich that person assumes many values, attitudes
or behavior of group members. (eference groups can be family, school or college, %ork
group, club membership, citi.enship etc. (eference groups serve as one of the primary agents
of consumer sociali.ation and learning and can be influential enough to induce not only
socially acceptable consumer behavior but also socially unacceptable and even personal
destructive behavior.
9or e+ample, if fresher student ,oins a college V university, 3eVshe %ill meet different
people and form a group, in that group there can be behavior patterns of values, for e+ample
style of clothing, handsets %hich most of group member prefer or even destructive behavior
such as e+cessive consumption of alcohol, use of harmful and addictive drugs etc. !o,
according to ho% an individual references him V her to that particular reference group, this
%ill influence and change hisVher buying behavior.
ECONO"IC F%CTORS:
?conomic as discipline is to be a traditional one. ?conomic %ill be playing vital role
in consumer behavior generally human beings %ill have number of %ants @ desires.
3o%ever the satisfying sources of these desires are very limited... Therefore they are not able
to satisfy all their desires they have so the consumers %ill satisfy their desires. According to
economic condition if the purchasing po%er is high, %ill satisfy their desires at ma+imum
level other%ise they %ill search alternatives.
REFERENCE $ROUPS:
A person has a behavior is strangely influenced by many groups.. As person reference
groups one those groups that have a direct or indirect influencing on the persons are called
37
membership groups. There are groups to %hich the person belongs and interaction such as
family, friends and neighbors and secondary groups, %hich tend to be more format and %here
there is less continuous interaction. They include religious organi.ations and professional
associations and unions.
SOCI%# C#%SS:
!ocial class also effects consumer behavior. social class is are relatively permanent
and homogeneous division in a society in to %hich individuals or families sharing similar
value life styles, interests and behaviors can be categori.ed. !ocial class results out of social
stratification, %hich may take, place on caste basis, upper income basis or status basis. The
research findings reveal that each social class adopts its o%n buying behavior in conformity
%ith its, status and value system adopted.
PERSON%# F%CTORS:
?very consumer is influenced by social, cultural, economic, and psychological factors
and yet has his o%n district personality, %hich influences his purchase decisions and behavior
as a consumer. The probability of e+perimenting a ne% product or a ne% brand %ill depend
on the type of personality of the consumer. The process of evolution of diffraction of
different products %ill vary from individual to other individual.
PSYCHO#O$IC%# F%CTORS:
$onsumer behavior is influenced by si+ ma,or psychological factors, %hich are
mentioned bello%.
A) &otivation
)) 0erception
$) Aearning
B) Attitudes
?) 0ersonality
9) Aife styles.
%5 "OTIV%TION:
&otivation acts as driving in the purchase decisions. A motivation has direct cause
and effect relationship it has the drive to act, to move to obtain, a goal or ob,ective. A
38
motivation is mental phenomenon and effected by attitudes, personality traits and by outside
influences such as culture and marketing efforts. &otivation, in buyer,
!uggests that the reasons behind consumer actions are basically cognitive buy they involve a
dynamic interaction bet%een the person and his social environment.
B5 PERCEPTION:
0erception side finds as UThe process by %hich an individual selects, organi.ed and
interprets information inputs to create meaningful picture of the %orld There fore motivated
persons acts are influenced by his perception of the situation. 0erception influences the
behavior of the buyerO it gives the direction or path to be taken the buyer.
To perceive is to see, to hear, to touch, to taste, to small and to sense something or event or
relation and to organi.e, interpret and find meaning in the e+perience. 0eople can emerge
%ith different perceptions of the same ob,ect because of three perceptual processes. These
are.
SE#ECTIVE %TTENTION:
!elective attention means that marketers have to %ork hard to attract consumer
attention. Their messages %ill be lost on most people %ho are not in the market may not
notice the massage. Therefore the advertisement must be attention of the customer.
SE#ECTIVE DISTORTION:
!elective distortion describes the tendency of the people t%ist information into
personal meanings. 0eople interpret information in a %ay that %ill support rather than
challenge their pre = conceptions.
SENSITIVE RETENTION:
nder selective retention, people %ill forget much of the things that they learn. They
%ill tend to retain information that support their attitudes and believes for chose alternatives.
Therefore the marketer %ill have to %ork hard to get their messages across.
C5 #E%RNIN$:
/t describes changes in an individual*s behavior a rising form e+perience. &ost human
behavior is learned. A person learning is produced through the intestacy drives, sti%ali, cues,
responses and reinforcement.
39
D5 %TTITUDE:
Attitude describes persons enduring favorable on unfavorable cognitive evolutions,
emotional feelings, and Acton tendencies to%ard same ob,ect or idea, Attitudes put people
into a frame of mind of liking or disliking an ob,ect, moving to%ard or a%ay format.
E5 PERSON%#ITY:
0erception and pre 1 disposition lead collectively to a consistent response by the
individual to his environment. This consistent pattern of behavior is trend as personality.
0ersonality is a comple+ psychological. /ts primary feature are self concept, roles and leaves
of consciousness, self concept refers to ho% a person sees himself and ho% he believes other
to see him at a particular time.
F5 #IFESTY#ES:
/t is a ne% techni:ue formali.ing and predicting consumer behavior. A life is a
typical of living in a dynamic society.
CONSU"ER BUYIN$ RO#ES:
The maker needs to kno% %hat people are involved in the buying decisions and %hat
role each person play*s people might play any of several roles in a buying decision.
INTITI%TOR:
The person first suggests or thinks of idea of buying a particular product or service.
INF#UENCIN$:
A person %hose vie% or an advice influence the buying decisions.
DECIDER:
The person %ho ultimately makes buying decision or a%ay part of it %hether to buy,
%hat to buy, ho% to buy and %here to buy.
BUYER: - The person makes actual purchase.
User: - The person %ho consumers or uses a product or service.
40
USER
/nitiato
r
INF#UENC
E
DECIDER
BUYING
DECISION
BUYE
R
ST%$ES IN BUYER DECISION PROCESS:
$onsumer makes many buying decisions every day. &ost large companies research
consumer buying decisions. They %ant to ans%er the :uestion in great %hat consumer buy ,
%here they ho% and ho% much buy, %hen they buy and %hy they buy , %e can no% e+amine
the stage buyer pars through to reach a buying division.
67 )hat is (o*r o'inion a&o*t I7T7C ,assmate note&oo28
41
O'inion No7 of7 Res'onses Perenta+e
?+cellent 85 85Q
N?(E CIIB 2H 2HQ
AN?(AC? "0 "0Q
)?AI6 AN?(AC? H HQ
Total "00 "00Q
Problem
Reorganizations
Evolution of
Alternative
nformation
!ear"#
Pur"#ase
$e"ision
Post Pur"#ase
%e#avior
0roblem
(eorgani.ations
?volution of
Alternative
/nformation
!earch
0urchase
Becision
0ost 0urchase
)ehavior
FI$URE:6

67 INTERPRET%TION:-
9rom the above Table "00Q (espondents 85Q response is ?+cellent, 42Q Nery good
and "0Q Average and HQ response is )elo% average.
97 HO) DO YOU -NO) %BOUT I7T7C #TD PRODUCTS8
42
O'inion
No7 of7 Res'onses Perenta+e
Through advertisements V
0romotions
55 55Q
Through neighbors 25 25Q
Nender of /.T.$ ltd not books 2< 2<Q
?ducation institutes
recommendations
< <Q
Total "00 "00Q
FI$URE: 9
INTERPRET%TION:-
9rom the above Table 55Q respondents are kno%n about /.T.$ ltd 0aper products
through advertisements V 0romotions. 25Q respondents are kno%n about /.T.$ ltd 0aper
0roducts Through their neighbors. 2<Q respondents are kno%n about /.T.$ ltd 0aper
0roducts through vendor of /.T.$ ltd note books. Inly <Q respondents are kno% through the
education institutes recommendations.
:7 If ITC note&oo2s are o*t of sto2 ;hih &ran! &oo2s (o* ;i,, 'refer8
FI$URE: :
43
O'inion No7 of7 Res'onses Perenta+e
!elect another brand note
book
2< 2<Q
Co to another shop for /.T.$
ltd note books
<H <HQ
Befer the purchase @ %ait
for supplies
< <Q
Total "00 "00Q
INTERPRET%TION:-
9rom the above table <HQ respondents %ent to another shop for purchase of /.T.$
note books. /f it %as not available in the shop 2<Q respondents selected another brand note
books in the shop.<Q respondents %aited for supplies.
<7 %re (o* satisfie! ;ith I7T7C ,t! Pa'er 'ro!*ts8
FI$URE: <
44
O'inion No7 of7 Res'onses Perenta+e
!atisfied #< #<Q
nsatisfied 5 5Q
Total "00 "00Q
INTERPRET%TION:-
9rom the above table #<Q respondents are satisfied %ith /.T.$ ltd. 0aper 0roducts.
Inly 5Q respondents are not satisfied %ith the /.T.$ ltd $lassmate note book.
=7 )hat is the 2e( !ri.er of (o*r satisfation to;ar!s I7T7C8
FI$URE: =
45
O'inion No7 of7 Res'onses Perenta+e
$ost 2 2Q
Tuality <0 <0Q
service H HQ
Tuantity 40 40Q
Total "00 "00Q

INTERPRET%TION:-
9rom the above table <0Q of respondents are satisfied %ith :uality of $lassmate note book
and /.T.$ ltd 0aper products.HQ respondents are satisfied by the service. 40Q are respondents
to Tuantity, Inly 2Q respondents are satisfied %ith cost.
>7 Di! (o* +i.e an( s*++estions ?,assmate note &oo2s5 nee!s im'ro.ements /
Chan+es8
FI$URE: >
46
O'inion No7 of7 Res'onses Perenta+e
Tuality "< "<Q
0rice 80 80Q
Availability 22 22Q
!ervice "2 "2Q
Total "00 "00Q
INTERPRET%TION:-
9rom the above table "<Q respondents are felt :uality note books. 80Q of respondents are
felt the changes of price. 22Q respondents are felt availability of books and "2Q of
respondents need fast service.
@7 )hih 'ro!*ts of ITC ,t! ha.e more !eman!8
FI$URE: @
47
O'inion No7 of7 Res'onses Perenta+e
2ote )ooks 80 80Q
!tationary 0roducts "8 "8Q
9&$C 20 20Q
0ackaging "8 "8Q
Total "00 "00Q
INTERPRET%TION:-
9rom the above table 80Q of respondents demand only for )ooks and second highest
is for 9&$C 20Q, and "8Q for stationery and "8Q for packaging.
A7 Rate the B*a,it( of I7T7C ,t! 'a'er 'ro!*ts8
FI$URE: A
48
O'inion No7 of7 Res'onses Perenta+e
Cood "< "<Q
Nery good 78 78Q
Average 7 7Q
0oor 2 2Q
TITAA "00 "00Q
INTERPRET%TION:-
9rom the above table the consumers gave response at Cood "<Q. The consumers
%hich are 78Q gave response at Nery good. Inly 7Q consumers gave response by that %ay
as the average but very fe% say poor that i.e 2Q
C7 )hih area is most attrate! &( the (o*thDst*!ents to;ar!s ITC ,t!8
FI$URE: C
49
O'inion No7 of7 Res'onses Perenta+e
Attractive @ informative
cover features
"<Q "<Q
$ost @ :uality 25Q 25Q
)rand 2ame 25Q 25Q
All of above 4<Q 4<Q
Total "00 "00Q
INTERPRET%TION:-
9rom the above table "<Q consumers looked at /.T.$ ltd paper products and
$lassmate note attractive @ informative cover features. The 25Q of consumers gave response
at :uality and cost. 25Q consumers gave response some amount donated %elfare activities.
Another 4<Q consumers are given response all above response simultaneously
6E7 %re (o* a;are that if (o* '*rhase I7T7C 'a'er 'ro!*ts (o* an a*tomatia,,( to
Contri&*te some ;e,fare ser.ie8
FI$URE: 6E
50
O'inion No7 of7 Res'onses Perenta+e
A%are #2 #2Q
2ot a%are H HQ
Total "00 "00Q
INTERPRET%TION:-
9rom the above table #2Q respondents %ere a%are about say kno%ingly HQ respondents are
say unkno%ingly.
667 Ho; !o (o* fee, a&o*t o.er 'a+e storiesF B*otationsF h*mors an! some im'ortant
information on the note &oo2s8
FI$URE: 66
51
O'inion No7 of7 Res'onses Perenta+e
?+cellent 75 75Q
Cood 20 20Q
Average 5 5Q
0oor 2 2Q
Total "00 "00Q
INTERPRET%TION:
9rom the above table 70Q respondents gave response e+clusively about /.T .$ ltd
cover page stories, :uotations, humors and some important information are ?+cellent.20Q
respondents give response good. Inly 5Q respondents gives it is average and very fe% 2Q
respondents are given poor.
52
697 The ta&,e sho;in+ Pro!*t Differentiation8
O*'ation N*m&er of res'on!ents Perenta+e
Burability H" H"Q
(easonable 0rice 0H 0HQ
Besign or feature of the
product
"" ""Q
Total "00 "00Q
$ra'h-69
0
20
40
60
80
100
Number of respondents Percentage
Durability
Reasonable Price
Design or Feature of the
pruduct
otal
Inter'retation: 6hen the respondents %ere asked that %hat is the product differentiation in
/T$ H" respondents said that the product differentiation in durability. H respondents the
differentiation is reasonable price. 6hile the remaining "" respondents said design or %hole
customers like feature of the product.
6:7 The ta&,e sho;in+ o'inion on ITC Pro!*t an! 'rie8
O*'ation N*m&er of res'on!ents Perenta+e
53
(easonable 25 25Q
3igh 0rice 2# 2#Q
Nalue for 0roduct 57 57Q
Total "00 "00Q
$ra'h-6:
0
20
40
60
80
100
Number of respondents Percentage
Reasonable
!igh Price
"alue for Product
otal
Inter'retation: /n vie% of recent a%areness of consumer price is an important factor. 6hich
influence the purchase decision of a buyer. 9or my study, / dra% the opinion of customers on
the /T$ price various opinions are classified us the above table. 25 respondents have felt that
the price of /T$ product is reasonable. 2# respondents are treated that the /T$ product are
costly (high price). 6hile 57 respondents are accepted that the /T$ 0roducts are giving the
value of their money.
6<7 The ta&,e sho;in+ P,ae of '*rhase of ITC8
O*'ation N*m&er of res'on!ents Perenta+e
/T$ sho% (oom 74 74Q
Ither shop 27 27Q
Total "00 "00Q
54
$ra'h-6<
Inter'retation: The above table sho%s us that 74 respondents are used to visit /T$ !ho%
room for purchasing their. 6hile the remaining 27 members are purchasing their /T$ from
other shops.
6=7 The ta&,e sho;in+ ho; (o* fee, a&o*t ser.ie of ITC8
O*'ation N*m&er of res'on!ents Perenta+e
Nery !atisfied 82 82Q
!ome%hat satisfied 50 50Q
!ome%hat dissatisfied 8 8Q
Nery dissatisfied 4 4Q
55
Total "00 "00
$ra'h-6=
0
20
40
60
80
100
Number of respondents Percentage
"ery #atisfied
#ome $hat satisfied
#ome $hat dissatisfied
"ery dissatisfied
otal
Inter'retation> Bealers service is also an influencing factor to customer to purchase any
product. The above table clearly sho%s us the opinion of customer about services, rendered
by the dealer. 82 respondents are vie%ed that the services of the dealer is very much
satisfactory, %hile 50 respondents said some%hat satisfied, 8 respondents vie%ed that
services of dealer is some%hat dissatisfied and only 4 respondents felt that service of dealer is
very dissatisfactory.
56
FINDIN$S
As per market survey given the response about paper companies 85Q respondents are
kno%n about only " company that is /.T.$ ltd 0aper products and $lassmate note
books. Ither 5<Q respondents are kno%n about other than /.T.$ ltd paper companies.
/n this sample survey respondents kno% the /.T.$ ltd products .55Q respondents are
kno%n about /.T.$ ltd 0aper products through advertisements V 0romotions. 25 Q
respondents are kno%n about /.T.$ ltd 0aper 0roducts Through their neighbors. 2<Q
respondents are kno%n about /.T.$ ltd 0aper 0roducts through vender of /.T.$ ltd note
books. Inly <Q respondents are kno% through the education institutes
recommendations.
As per market survey $lassmate note books not available in the shop <HQ
respondents %ent to another shop for purchase of /.T.$ note books. /f it %as not
available in the shop 2<Q respondents selected another brand note books in the shop.
!o ma,or respondents are %ants only classmate note book.
As per market survey #<Q respondents are satisfied %ith /.T.$ ltd. 0aper 0roducts.
&a,or number of respondents is satisfied %ith the :uality of the /.T.$ 0aper products.
/n the sample survey respondents about <2Q respondents are felt /.T.$ ltd $lassmate
note books need to improvements @ changes in price parameter. "<Q of respondents
are improvements @ changes of :uality parameter. 22Q respondents are felt /.T.$ ltd
books need to improvements changes in Availability parameter.
As per market survey 25Q of respondents %ere given the response high level income
people able to buy /.T.$ ltd 0aper products. 22Q respondents %ere given the
response middle income people able to buy the /.T.$ ltd 0aper products. Inly 5Q
respondents %ere given the response lo% income people able to buy the /.T.$ ltd
0aper products. 80Q responds %ere given the all of above income people able to buy
/.T.$ ltd paper products.
SU$$ESTIONS
57
The company needs to improve distribution in rural markets. /n some areas /.T.$ ltd
note books not available in the shops.
The company needs to create more a%areness about its 0aper products through the
promotion activities like personal selling, e+hibitions.
&ost of the customer*s opinion that the price of the $lassmate note book is high %hen
compared to other brands.
/.T.$ note books cost and :uality vary high so please introduce the lo% price %ith
average :uality note books it*s uses to getting more customers and all income level
people buying the note books.
The company needs to advertise its brand more through the electronic media and print
media.
The company may separately introduce their name /.0.$ instead of /.T.$ (/.0.$)
/nternational 0aperboard $ompany or /ndian 0aperboard $ompany. Then people have
some separate a%areness about /.T.$ @ /.0.$


Cons*mer s*r.e( on I7T7C ,t! C,assmate note&oo2s
58
Cons*mer1s B*estionnaire
2A&?>
C?2B?(>
AC?>
I$$0AT/I2>
XXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXXX
". 6hat is your opinion about /.T.$ classmate notebook7 ( )
a) Nery Cood
b) Cood
c) Average
d) )elo% Average
2. /f you buy /.T.$ ltd paper products ho% do you kno% about the /.T.$ ltd
)rand 0roducts7 ( )
a) Through advertisements V 0romotions
b) Through neighbors
c) Nender of /.T.$ ltd note books
d) ?ducation institutes recommendations
4. /f /.T.$ notes books are out of stock %hich brand books you %ill prefer7 ( )
a) !elect another brand note book
b) Co to another shop for /.T.$ note books
c) Befer the purchase @ %ait for the supplies
d) 6ait for the local 2ote books
5. Are you satisfied %ith /.T.$ ltd 0aper products7 ( )
a) !atisfied
b) nsatisfied
8. 6hat is the key driver of your satisfaction to%ards /.T.$7 ( )
a) $ost
b) Tuality
c) !ervice
d) Tuantity
<. Bid you give any suggestions (classmate note books) needs improvements @ $hanges7
( )
a) Tuality
b) 0rice
c) Availability
d) !ervice
7. 6hich products of /T$ ltd have more demand7 ( )
a) 2ote )ooks
59
b) !tationary 0roducts
c) 9&$C
d) 0ackaging

H. (ate the :uality of /.T.$ ltd 0aper products7 ( )
a) Cood
b) Nery Cood
c) Average
d) 0oor
#. 6hich area is most attracted by the youthVstudents to%ards /T$ Atd7 ( )
a) Attractive @ /nformative cover features
b) $ost @ Tuality
c) )rand 2ame
d) All of above
"0. Are you a%are that if you purchase /.T.$ 0aper products you can automatically
$ontribute to some %elfare service7
a) A%are ( )
b) 2ot a%are
"". 3o% do you feel about cover page stories, :uotations, humors and some important
/nformation o the note books7 ( )
a) ?+cellent
b) Cood
c) Average
d) 0oor
"2. The table sho%ing 0roduct Bifferentiation.
a) Burability
b) (easonable 0rice
c) Besign or feature of the product
"4. The table sho%ing opinion on /T$ 0roduct and price
a) (easonable
b) 3igh 0rice
c) Nalue for 0roduct
"5. The table sho%ing 0lace of purchase of /T$.
a) /T$ sho% (oom
b) Ither shop
60
"8. The table sho%ing ho% you feel about service of /T$.
a) Nery !atisfied
b) !ome%hat satisfied
c) !ome%hat dissatisfied
d) Nery dissatisfied
BIB#IO$R%PHY
0(/2$/0A? I9 &A(;?T/2C &A2AC?&?2T > 03/AA/0 ;ITA?(
$I2!&?( )?3AN/I( > A?I2C !$3/9&A2.
61
(?A!?A($3 &?T3IBIAICE > ;IT3A(/.

"%R-ETIN$ JOURN%#%S / OTHER BU##ETENS7
"a+aGines , = )usiness 6orld @ )usiness Today
B*siness ne;s 'a'ers = The ?conomic Times, The )usiness Aine etc
)e&sites
". %%%.citihr.com
2. %%%.itcportal.com
4. %%%.%ikipedia.com
62