A RESEARCH REPORT

ON
CELLO BALLPEN BRAND

BY

PARASH ADHIKARI
(BBA) (2010 – 2011)

IN PARTIAL FULFILLMENT OF
Bachelor of Business Administration
UNIVERSITY OF PUNE

MITSOM College
PUNE: 411038
 CERTIFICATE

This is to certify that Mr. PARASH ADHIKARI of MAEER’s MITSOM

College has successfully completed the research work in partial fulfillment of

requirement for the award of Bachelor of Business Administration prescribed by the

University of Pune.

This research is the record of authentic work carried out during the academic year

2010-2011.

Mrs. Dhanashree Ghate Brig. R.K.Bhatia(Dr.)

Class-in-charge Principal
 DECLARATION

I, Mr. PARASH ADHIKARI hereby declare that this Research is the record of

authentic work carried out by me during the academic year 2010-2011 and has not

been submitted to any other University or Institute towards the award of any degree.

Signature of the student

(PARASH ADHIKARI)
 ACKNOWLEADGEMENTS

For the development of this research work, I feel deep sense of gratitude to each and
every person who has directly or indirectly supported me for the same. Each one is important
to me on a personal basis. In particularly, I would like to thank Mrs. Dhanashree Ghate for
guiding me throughout the completion of this research report. I would also like to thank my
friend Suman Pokharel, Amrita Mishra and BMCC college friends for their assistance they
have provided while preparing the report. Beside I would also like to thank printing shop for
their valuable support in editing the final copy of the report.
Finally, I must mention that I am grateful to all my teachers and friends who have been a
driving force and also a constant source of inspiration and helped me in fulfilling my research
questionnaires.

Parash Adhikari
 INDEX

SR.NO CONTENTS PAGE

NUMBER
1.
2.
3.
 LIST OF CHARTS WITH PAGE NUMBER

S. NO. FIGURES PAGE

NO.
1. Pie chart on preferences of various
ballpens.
2. Bar diagram on loyalty to cello
brand;
3. Pie chart on the means through
which cello brand is well known;
4. Bar diagram regarding prices of
cello brand pens;
5. Bar diagram regarding most
preferred feature of cello;
6. Pie chart on accessibility of cello
pens;
.7 Bar diagram on using various
product of cello;
8. Bar diagram regarding most
preferred variety under cello brand;
9. Pie chart regarding duplicity on
cello;
10. Pie chart on arability of refill in the
market;

THEORETICAL BACKGROUND OF RESEARCH METHODOLOGY

RESEARCH METHODOLOGY:

Marketing research is a systematic gathering, recording analysis of data collected by various

techniques of assess the response to various parameters related to given project and
accordingly prepare a report based on which the company can have a view to market and the
problem area and opportunities.
They help the company to formulate various alternative for the solutions and take correct
decisions.
Research is a purposive investigation. A research is carried out by different methodology,
which has its own pros and cons.
Research has its special specifications in solving various operational and planning problems
of business and industry.
The main purpose of this study is to meet the requirements of customers perception,
preference and need to provide valuable information about apple products quality and
services among the customers.

Meaning of Research: -
Research in common parlance refers to a search for knowledge. Research, in simple words, is
an endeavour to discover answers to problems (intellectual and practical) through the
application of scientific method to the knowable universe.

Research is essentially a systematic enquiry seeking facts through objective verifiable

methods in order to discover the relationship among them and to deduce from them broad
principles or laws. It is really a method of critical thinking. Thus, the term ‘research’ means
experimentation or examination having as its aim the revision of accepted conclusions, in the
light of newly discovered facts.

Definition of Research:-

According to Clifford Woody, the research is defined as “the process which includes defining
and re-defining problems, formulating hypothesis or suggested solutions; collecting,
organizing and evaluating data; making deductions and reaching conclusions and, at last,
carefully testing the conclusions to determine whether they fit the formulating hypothesis.”

According to Clover and Balsely, the research is defined as “the process of systematically
obtaining accurate answers to significant and pertinent questions by the use of the scientific
method gathering and interpreting information.”
According to Kerlinger, the research is defined as “a systematic, controlled, commercial and
critical investigation of hypothetical propositions about the presumed relations among natural
phenomenon.”

Objectives Of Research:

1) The purpose of research is to discover answers to questions through the application of

scientific procedures. The main aim of research is to find out the truth which is hidden
and which has not been discovered as yet. Though each research study has its own
specific purpose, we may think of research objectives as falling into a number of
following broad groupings:

2) To gain familiarity with a phenomenon or to achieve new insights into it (studies with
this object in view are termed as exploratory or formulative research studies);

3) To portray accurately the characteristics of a particular individual, situation or a

group (studies with this object in view are known as descriptive research studies);

4) To determine the frequency with which something occurs or with which it is

associated with something else (studies with this object in view are known as
diagnostic research studies);

5) To test a hypothesis of a casual relationship between variables (such studies are

known as hypothesis-testing research studies).

Importance of Research:
Research as a subject such as economics and business may lead to a new idea of some degree
or proof or other. Alternatively, in addition, research in a subject may lead to any of the
following.
1) Idea is known as new interpretation.

2) Analysis and observation on fresh known new data.

3) Different subjects or ideas between correlations established or oriented to another

subject, viewing the subject from a new perspective.

4) A historical or developmental or evolutionary treatment of the subject.

5) An evaluation of an existing theory, proposition or practice.

6) Proposition or practice which has been found inadequate for an existing theory is a
substitute for promoting or propounding.

7) Application of a known idea or methodology from another source for the development
of the subject.

8) Presenting known ideas in a new setting.

9) Research is important for a basic knowledge of the theory of discipline and the
methods of applying the theory for finding solution to a problem. It is a necessary
equipment on the part of research-worker. Research is to be done on the basis of the
findings of the research-worker’s creative ability. However, there are several
environmental factors which can enhance productivity in his research work. One such
important factor is the facility available to the research-worker to interact to an
adequate extent with relevant information to the subject of his research.

Types of Research:
1) Fundamental research:Fundamental research is original or basic in character. It is also
known as theoretical research, because its objective is to discover or enunciate new
but broad principles and synthesis without aiming at any immediate application.
Fundamental research may be entirely new discovery the knowledge of which has not
exists so far. Such a discovery may follow the researcher’s own idea or imagination.

2) Applied Research:Applied research is associated with particular project and problem.

Such research, being of practical value may relate to current activity or immediate
practical situations. It aims at finding a solution for an immediate problem facing a
society. Applied research is thus concerned with actual life and discovers the what,
how and why of actual life.

3) Descriptive Research:Descriptive research is essentially a fact finding approach

related largely to the present and abstracting generalization by the cross-sectional
study of the current situation. The descriptive method is extensively used in the
physical and natural sciences. (Physics, Biology, Zoology).

4) Experimental Research:The experimental research is the basic tool of the physical

science of tracing cause and effect relationships and for verifying inferences.
Experimental studies have their purposes to test a hypothesis of a casual relationship
between variables.

5) Survey Research:Survey research studies large and small populations by selecting and
studying samples chosen from the population to discover the relative incidence,
 distribution and inter-relations of sociological and physiological variables. Survey
research is mostly devoted to the study of characteristics of the populations under
investigation.

6) Evaluation Research:This type of evaluation research is primarily directed to evaluate

the performance of the developmental projects and other economic programs that
have already been implemented.

7) Assessment Story:Assessment story describe the status of a phenomena at a particular

time. It may deal with prevailing opinion, knowledge, practices or conditions.

8) Field Setting and Laboratory Research: A research can be field setting research or
laboratory research or stimulation research, depending upon the environment in which
it is to be carried out.

9) Qualitative Approach:It is concerned with subjective assessment of attitudes, opinions

and behavior. In such situations, research is a function of researcher’s insights and
impressions. The results generated in this type of approach are either in non-
 quantitative form or in the form which is not subjected to rigorous quantitative
analysis.

10) Quantitative Approach:It involves generation of data in quantitative form which can
be subjected to rigorous quantitative analysis in a formal and rigid fashion.

RESEARCH PROBLEM

Meaning of Research Problem:

A research problem, in general, refers to some difficulty which a researcher experiences in
the context of either a theoretical or practical situation and wants to obtain a solution for the
same. A research problem is one which requires a researcher to find out the best solution for
the given problem, that is, to find out by which course of action the objective can be attained
optimally in the context of given environment. There are several factors which may result in
making the problem complicated. For instance, the environment may change the efficiencies
of courses of action or the values of outcomes; the number of alternative courses of action
maybe very large; persons not involved in making the decision may be affected by it and
react to it favourably or unfavourably, and similar other factors.

HYPOTHESIS
Meaning of Hypothesis: -

The word hypothesis is a compound of two words ‘hypo’ and ‘thesis’. Literally, ‘hypo’
means ‘under or below’ and ‘thesis’ means ‘a reasoned theory or rational viewpoint’.
Accordingly, hypothesis would mean a theory which is not fully reasoned. In other words,
hypothesis is a theory entertained in order to study the facts and examine the validity of the
theory. Hypothesis stands somewhat at the midpoint of research. When a researcher observes
known facts and takes up a problem for analysis, he first has to start somewhere and this
point of start is hypothesis. The dictionary meaning of hypothesis indicates that, “hypo = less
than”, “thesis = original contribution to stock of knowledge”.

SAMPLING

Meaning of Sampling: -
The statistical research is of two kinds. One deals with the computing of the sum of all units
and is known as census survey. When a single unit is studied for survey, it is known as
sample survey. In the sample technique, few units are taken to represent the whole field and
the findings of these sample units are applied to the whole field.

Definition of Sampling: -
According to Bogrdus, “Sampling is the selection of certain percentage of group of items
according to a predetermined plan.”

According to Mildred Parton, “Sampling method is the process or method of drawing a

definite number of individuals, cases or observations from a particular universe, selecting
past of a total group of investigation.”

Types of Sampling:

1) Probability Sampling:-In probability sampling, each unit of the universe has a known
chance of being selected. In probability sampling design, the population must be clearly
 defined and list of target population must be available. It is also known as ‘random
sampling’ or ‘chance sampling’. There are eight methods of probability sampling.

(a) Simple Random Sampling: -In this type of sampling, each unit of universe has been
known and has equal chance of being selected. The tools used for selection are lots or
random numbers.

(b) Stratified Random Sampling: -This method of selecting samples is a mixture of the
deliberate and random sampling techniques. In this, first of all, the data in a domain is
split into various classes on the basis of their characteristics and immediately
thereafter, certain items are selected from these classes by the random sampling
technique.

(c) Systematic Sampling: -It is a frequently used sampling plan. According to this
method, sample is taken from a list prepared on a systematic arrangement either on
the basis of alphabetic order or on house number or any other method.

(d) Cluster Sampling: -In this sampling, the various units comprising the population are
grouped in clusters and the sample selection is made in such a way that each cluster
has an equal chance of being drawn. It applies to different units of study such as
products, people and geographical areas.

(e) Multi-Phase Sampling:-It is a type of sample design in which some information is

collected from the whole sample and additional information is collected either at the
 same time or later from sub-sample of the full sample. Multi-phase sampling is used
to estimate the effect of non-response in the sub-sample.

(f) Replicated Sampling: - It was first introduced by Mahal Nobis in 1936. In replicated
sampling, several random sub-samples are selected from the population instead of one
full sample.

(g) Area Sampling: -Area sampling is very much similar to the multi-stage cluster
sampling. In this method, the area to be covered by a survey is divided into a number
of smaller ones, of which a sample is selected by random.

(h) Sampling with Varying Probabilities: -It is also known as the sampling with
probability proportionate to size. This is an important sampling plan applied in multi-
stage selection.

2) Non-Probability Sampling:- It is also called as judgment sampling which is based on

personal judgment.

(a) Purposive Sampling: -Purposive selection denotes the method of selecting a number
of groups of units in such a way that the selected groups together yield as nearly as
possible the same averages or proportions the totality with respect to these
characteristics which are already, a matter of statistical knowledge.

(b) Quota Sampling: -This sampling method is similar to stratified sampling method.
The universe is divided into strata on the basis of certain characteristics. Then the
 quota is fixed for each stratum in proportion to the size. The investigator chooses
the units in each stratum in a non-random manner.

(c) Convenience Sampling: -Under this method, the units are selected according to the
convenience of the researcher such as, easy availability of information, nearness
etc. For example, if a sample of 100 ladies from the city of Nashik are to be
interviewed, the researcher goes to some location in Nashik, says ‘Namaste’ and
selects each lady crossing a particular spot at 5 minutes’ intervals.

(d) Snowball Sampling:-In snowball sampling, there is no sampling from listing of all
those who are going to be included in the investigation. This type of sampling in
which researcher first finds a few subjects, who are characterized by the qualities
the investigator seeks and interviews them.

Tools of Data Collection

There are two types of data collection:

1) Primary data: -The primary data are those which are collected a fresh and for the first
time. Primary data is also called basic data or original data. Following are the methods
of collection of primary data. These are called sources of primary data collection.

(a) Observation Method: -The observation method is the most commonly used
method especially in studies relating to behavioral sciences. Under the observation
 method, the information sought by way of investigator’s own direct observation
without asking from the respondent. The main advantage of this method is that
subjective bias is eliminated, if observation is done accurately. Secondly, the
information obtained under this method related to what is currently happening, it
is not complicated by either the past behavior or future intentions or attitudes.
Thirdly, this method is independent of respondent’s willingness respond and as
such is relatively less demanding of active co-operation on the part of respondents
as happens to be the case in the interview or questionnaire method.

However, observation method has various limitations. Firstly, it is an expensive

method. Secondly, the information provided by this method is very limited.
Thirdly, sometimes unforeseen factors may interfere with the observational task.

In case the observation is characterized by a careful definition of the units to be

observed, the style of recording the observed information, standardized conditions
of observation and the selection of pertinent data of observation, then the
observation is called as structured observation. But when observation is to take
place without these characteristics to be thought of in advance, the same is termed
as unstructured observation.

(b) Interview method:-The interview method of collecting data involves presentation

of oral verbal stimuli and reply in terms of oral verbal responses. This method can
be used through personal interviews and, if possible, through telephone
interviews.

 Personal Interviews:-Personal interview method requires a person known

as the interviewer asking questions generally in a face-to-face contact to
the person(s). This sort of interview may be in the form of direct personal
investigation or it may be indirect oral investigation. In the case of direct
personal investigation, the interviewer has to collect the information
personally from the sources concerned. He has to be on the spot and has to
meet people from whom data have to be collected. This method is
particularly suitable for intensive investigations. But in certain cases, it
 may not be possible or worthwhile to contact directly the persons
concerned or on account of the extensive scope of enquiry, the direct
personal investigation technique may not be used. In such cases, an
indirect oral examination can be conducted under which the interviewer
has to cross-examine other persons who are supposed to have knowledge
about the problem under investigation and the information obtained is
recorded.

The method of collecting information through personal interviews is

usually carried out in a structured way. As such we call the interviews as
structured interviews. As against it, the unstructured interviews are
characterized by a flexibility of approach to questioning. Unstructured
interviews do not follow a system of pre-determined questions and
standardized techniques of recording information.

 Telephone interview: -This method of collecting information consists in

contacting respondents on telephone itself. It is not a very widely used
method but plays important part in industrial surveys, particularly in
developed regions.

(c) Questionnaires: -This method of data collection is quite popular, particularly in

case of big enquiries. It is being adopted by private individuals, research workers,
private and public organizations and even by governments. In this method a
questionnaire is sent (usually by post) to the persons concerned with a request to
answer the questions and return the questionnaire. A questionnaire consists of a
 number of questions printed or typed in a definite order on a form or set of forms.
The questionnaire is mailed to respondents who are expected to read and
understand the questions and write down the reply in the space meant for the
purpose in the questionnaire itself. The respondents have to answer the questions
on their own.

(d) Schedules: -This method of data collection is very much like the collection of data
through questionnaire with little difference which lies in the fact that schedules are
being filled in by the enumerators who are specially appointed for the purpose.
These enumerators along with schedules go to respondents, put to them the
questions from the proforma, in the order the questions are listed and record the
replies in the space meant for the same in the proforma. In certain situations,
schedules may be handed over to respondents and enumerators may help them in
recording their answers to various questions in the said schedules. Enumerators
explain the aims and objects of the investigation and also remove the difficulties
which any respondent may feel in understanding the implications of a particular
questions.

2) Secondary data:- Secondary data means data that are already available, that is, they
refer to the data which have already been collected and analyzed by someone else.
When the researcher utilizes secondary data, then he has to look into various sources
from where he can obtain them. In this case, he is certainly not confronted with the
problems that are usually associated with the collection of original data. Secondary
data may either be published data or unpublished data. Usually, published data are
available in various publications of the central, state are local governments;various
publications of foreign governments, technical and trade journals; books, magazines
and newspapers. The sources of unpublished data are many; they may be found in
diaries, letters, unpublished biographies and autobiographies and also maybe available
with scholars and research workers, trade associations and other public or private
individuals or organizations.
Research Design

Meaning of Research Design: -

The formidable problem that follows the task of defining the research problem is the
preparation of the design of the research project, popularly known as research design.
Decisions regarding what, where, how much, by what needs concerning an inquiry or a
research study constitute a research design. A research design is the arrangement of
conditions for collection and analysis of data in a manner that aims to combine relevance to
the research purpose with economy in procedure. In fact, the research design is the
conceptual structure within which research is conducted; it constitutes the blueprint for the
collection, measurement and analysis of data. As such the design includes an outline of what
the researcher will do from writing the hypothesis and its operational implications to the final
analysis of data.

Definition of Research Design:-

According to P.V.Young, “A research design is the logical and systematic planning and
directing a piece of research.”

According to Cook Jahoda, “The design may be a specific presentation of the various steps in
the process of research.”

Importance of Research Design:-

Without a research design, research work becomes unfocussed and aimless empirical
wandering, the researcher would find it difficult, laborious and time-consuming to make
adequate discriminations in the complex interplay of factors before him; he may not be able
to decide which is relevant and which is not, and may get lost in a welter of irrelevancies. The
use of research design prevents such a blind search and indiscriminate gathering of data and
guides him to proceed in the right direction.

A research without a pre-drawn plan is like an ocean voyage without mariner’s compass. The
preparation of research plan for a study aids in establishing direction to the study and in
knowing exactly what has to be done and how and when it has to be done at every stage.

A research plan describes the boundaries of research activities and enables the researcher to
channel his energies in the right work. With clear research objectives in view, the researcher
can proceed systematically towards their achievement. The design also enables the researcher
to anticipate potential problems of data gathering, operationalisation of concepts,
measurements, etc.

BACKGROUND OF OUR RESEARCH WORK:

While preparing this research report we distributed 30 questionnaires to different people.

Basically it was distributed among the people of age-group of 20-30. We also considered that
those people have atleast used the product once. Our research was done among the people
living in Pune as the larger area was something beyond our reach. Research was done to
collect the general view point regarding the price, factors influencing product preference,
availability of the product, etc. While preparing the research we did not consider the people
who were not using our product. Most of the people considered in the research were students.
The biggest limitation of the research was that there was not particular subject matter for the
research to draw conclusion as it was prepared for gathering only the general information
regarding the product rather than finding the conclusion for a focused area of the product so
research was too vague to conduct.
ANALYSIS AND INTERPRETATION OF THE
DATA.
 Which brand of ballpen do you use?

6% 4%
3%

cello
renko
reynold
other

88%

Conclusion:
Most of the population use cello. It was found that student prefer cello more than other
ballpen.
 Do you have brand loyalty to cello?

100

16
14

10

1
yes no

Conclusion:
Although maximum people use cello but they do not have brand loyalty. They are not
hardcore customer of cello.
 How did you come to know about cell?
newspaper advertisement t.v.advertisement
friends & family internet

4% 33%

39%

24%

Conclusion:
Friends & family have greater impact on individual in promotion of cello. Newspaper
advertisement also plays significant role in the promotion of cello. These two are the main
sources from where an individual comes to know about cello.
 How do you find the price of the cello?

14

12

10

0
economical fair exorbitant

Conclusion:
We can conclude that most of the population are satisfied with the price of the cello. It is
affordable to most of the population.
 Which feature of cello do you like the most?

20

smoothness price durability other

Conclusion:
The best feature of cello which attracts the people is its smoothness.
 Is it easily accessible to you?

no
37%

yes
63%

Conclusion:
It is easily accessible to the people at the time of use. Although some find it difficult to find
cello.
 Have you tried every product of cello?

18

16

14

12

10

0
yes most of them few of them

Conclusion:
Maximum people have tried most of the product of cello and some of them have tried all
product of cello.
 Which product of cello do you like the most?

16

11

0
Griper pinpoint maxwriter others

Conclusion:
Pinpoint is the favorite product of cello. Griper and Maxwriter come in second and third
place.
 Have you ever been cheated by duplicate cello?

yes
28%

no
72%

Conclusion:
Few of the people are being cheated by the duplicate cello.
 Is refill easily accessible to you?

no
27%

yes
73%

Conclusion:
Refill of the cello is easily accessible to the people.
Conclusion:

 Most of the population use cello. It was found that student prefer cello more than
other ballpen.

 Although maximum people use cello but they do not have brand loyalty. They are not
hardcore customer of cello.

 Friends & family have greater impact on individual in promotion of cello. Newspaper
advertisement also plays significant role in the promotion of cello. These two are the
main sources from where an individual comes to know about cello.

 We can conclude that most of the population are satisfied with the price of the cello. It
is affordable to most of the population.

 The best feature of cello which attracts the people is its smoothness.
 It is easily accessible to the people at the time of use. Although some find it difficult
to find cello.

 Maximum people have tried most of the product of cello and some of them have tried
all product of cello.

 Pinpoint is the favorite product of cello. Griper and Maxwriter come in second and
third place.

 Few of the people are being cheated by the duplicate cello.

 Refill of the cello is easily accessible to the people.

APPENDIX
BIBLIOGRAPHY / WEBLIOGRAPHY:

 Research methodology tools and analysis by Dr. Kriti Gupta.

 Research methodology by C.R. Kothari.
 Business mathematics and statistics by B.C. Bajracharya.
 www.wikipedia.com
 www.researchtools.com
 www.cellopens.com