IIEBM INDUS BUSINESS SCHOOL,

PUNE

TO STUDY THE CONSUMER PREFERENCE OF IIEBM STUDENTS

TOWARDS PEN DRIVE BRANDS

PDGM 2019-21

PGDM-07 Bidisha Das

PGDM-12 Subham Mondal
PGDM-13 Yash Vasanta
PGDM-14 Mohini Khetwani
PGDM-18 Sakshi Darwai
 Contents
TITLE ............................................................................................................................................... 3
INTRODUCTION ........................................................................................................................... 4
DEFINITION OF A PEN DRIVE .................................................................................................. 4
WHAT IS THE FUNCTION OF A USB FLASH DRIVE? ............................................................ 5
HISTORY OF PEN DRIVE........................................................................................................... 9
LITERATURE REVIEW ............................................................................................................. 10
RESEARCH DESIGN................................................................................................................... 12
QUESTIONNAIRE ..................................................................................................................... 13
INTERPRETATION..................................................................................................................... 15
REFERENCES .............................................................................................................................. 19
 TITLE

TO STUDY THE CONSUMER PREFERENCE OF IIEBM STUDENTS TOWARDS PEN

DRIVE BRANDS

Aim of this study is to draw the betterment of the customers using Pen drives to find the level of
their preference, perception and satisfaction. It was collected with the aid of questionnaire which
was circulated with the help for google forms among the students. The schedule covers personal
data, economic conditions, and satisfaction towards use and suggestions from the consumers. The
research has selected the sample to the maximum of 50 students from IIEBM Indus Business School
for the study. This research specifies the information required to address these issues; designs the
method for collecting information; manages and implements the data collection process; analysis
the results; and communicates the findings and their implications.
 INTRODUCTION

DEFINITION OF A PEN DRIVE

A pen drive, or a USB flash drive, is a portable data-storage device. Pen drives have replaced
the floppy drives of old and have become the most popular data-storage devices among
consumers. Micro, lightweight and handy, a pen drive can be easily carried from place to
place by students, professionals, academicians and independent tech consultants. Currently
available pen drives with storage capacities ranging from 8GB and 32GB can be used to store
graphics-heavy documents, photos, music files and video clips.

1. Transfer Files

A pen drive plugged into a USB port can be used as an interfacing device to transfer files,
documents and photos to a PC. Similarly, select files can be transferred from a pen drive to
any workstation.

2. Portability

The lightweight and "micro" characteristics of a pen drive make it possible to carry it from
place to place.

3. Backup Storage

With most pen drives now having password encryption features, important family
information, medical records and photos can be backed up on them.

4. Transport Data

Academicians can easily transport large files and lectures on a pen drive and access them
anywhere. Independent PC technicians can store utility tools, programs and files on a high-
speed 32 GB pen drive and move from site to site.

5. Promotional Tool

Many companies and businesses are now using pen drives as effective tools to promote sales
literature and other marketing-communication content. These handy pen drives emblazoned
with corporate logos and visual imagery, and can be easily disseminated at exhibitions, trade
shows and conferences
WHAT IS THE FUNCTION OF A USB FLASH DRIVE?

A USB flash drive (based around Universal Service Bus technology) is a compact,
lightweight and micro portable data storage device. The increasing mobility of users such as
independent tech consultants, academicians, working professionals and others has led to the
increased use and popularity of flash drives. Depending on usage, user characteristics and
needs, USB drives can be used for different purposes.

1. Transfer

A USB flash drive is used to transfer files, documents, photos and more from a desktop to a
flash drive and vice-versa.

2. Store Files

Depending on the usage characteristics of users and storage capacities, USB drives are used
to store files. Users can store PDF files, word processing documents, PowerPoint
presentations and spreadsheets in 4GB or 8GB flash drives. Media and entertainment
professionals can store large-capacity music videos, TV soap episodes, graphics–rich photos
and even movies in 32GB USB drives.

3. Transport Data

A USB drive can be used by working professionals to transport data from place to place.
Academicians and others can save their presentations and lectures on USB drives and use
them in locations elsewhere.

4. Back-up Files

The USB drive can be used to save important files, photos, presentations and personal records
as a back-up storage device. Password–protection functions available on most brand USB
flash drives protect the integrity of important data.

5. Portability

The USB drive, due to its tiny size, compact specifications and lightweight characteristics, is
the ultimate portable device.
TOP 10 BEST PEN DRIVES BRANDS IN INDIA

With the increased use of technology and data, day by day is also increasing the demand for
storage devices. In today’s date, pen drives are considered very important and convenient
types of data storing devices. Pen Drives are compact and portable storing devices.

1. San Disk

This is an old and most trusted Pen Drive brand from America.
Although, this brand is also used by many of the people in India.
The pen drives from this brand come with unique San Disk Secure
Access Software. Thus, making the device very much secure for
usage. The starting price for his device is 209 INR.

2. Transcend

Transcend is the pen drive coming in 8, 16 and 32 GB

variations. It was launched in India in the year 2015. This
brand also maintains a strong hold over the shares at an
international level. The starting price for this brand is 287
INR.

3. HP

When it comes to the brand HP, it is the globally recognized

brand. This brand also manufactures laptops, desktops, printers
and what not. This pen drive has a unique and sleek design in
grey color. It comes in 4,8,16, 32 GB variants. The starting
range of HP Pen Drive is 287 INR.
4. Kingston

Another name of the top 10 pen drive brands in India is Kingston.

This is an American brand and is known for its reliability and
quality. it comes in 8,16, 32 and 128 GB variations. The starting
price is 333 INR.

5. Toshiba

Toshiba is one of the most known pen drive brand in India and
all over the world. The variations of this pen drive are 8 and 16
GB. The starting price of the pen drive is 213 INR.

6. Sony

Sony is one of many leading pen drive brands in India. It offers

durable and quality data storage device. The pen drive comes in
4,6,8,16 and 32 GB variants. Starting price of this device is 289
INR.

7. iBall

This is another pen drive brand name in India. This pen drive comes
in the variations of 8 and 16 GB. This brand also offers hybrid
storage. The starting price is 269 INR.
8. Moser Baer

This is one of the oldest brands. Moser Baer also manufactures SD

cards, DVDs, Blu Ray Disks. The starting price is 270 INR.

9. PNY

This is one of the best pen drives brands in India. It has the
starting range of this pen drive is very affordable, 193 INR

10. Lexar

This brand is known for its excellent memory of storage and its
starting range is 290 INR.
HISTORY OF PEN DRIVE

At the dawn of the new Millennium, it became clear that traditional storage solutions were no
longer up to the job. People now needed to move large files between computers in the blink
of eye, using intermediary technology which was quick to set up, easy to carry and hard to
damage. A clutch of software companies, including SanDisk (then known as M-Systems),
Lexar, Trek and IBM began working on a solution that would meet these needs.

Their solution was the revolutionary USB flash drive, which was gradually developed in the
last years of the 20th century. In 2000 Trek rolled out the first-ever flash drive, named Thumb
Drive, in Singapore, with IBM introducing a similar model to the North American market.
Just a few months later Lexar introduced a Compact Flash (CF) card with a USB connection,
and a companion card read/writer and USB cable; this eliminated the need for a USB hub,
and allowed the pen/flash drive to enjoy meteoric growth over the next decade.
 LITERATURE REVIEW

A thesis study entitled The Most Preferred USB Brand conducted by Daniel Ellsberg, Edward
Snowden about a rewritable plug-and-play storage device. It could initially hold up tp 8
megabytes of data. More than a decade later, storage capacities have surpassed 256 gigabytes
for a single drive. USB flash drives have been branded with such synonyms as thumb drive,
pen drive, jump drive and memory stick. They will endure close to a million data rewrites
USB 3.0 with an approximate “super speed” data transfer rate up to 4.8 gigabits per second
provides backward compatibility with USB 2.0 devices and ports. A USB 3.0 cable oe device
may be plugged into a USB 2.0 port, but the super speed rate will only work with USB 3.0
cable, devices and ports. This will enhance the speed of reading and writing data. Devices
will charge at a faster pace while using energy more resourcefully. USB 3.0 will allow
devices like high resolution cameras or audio and external drives that are optimized at higher
bandwidths to operate more effectively.

The USB Branded uses the latest version USB 3.0 and USB 2.0, a USB evolved from the
Universal Series Bus concept in 2007 and 2008. The Universal Serial Bus is a protocol for
connecting peripherals to a computer. It features a standardized port designed to
accommodate many different types of hardware devices. Most modern devices such as digital
cameras, printers, scanners, flash drives, cell phones, iPods and other MP3 players use some
variation of the USB port in their design.

In October 2011, Mobile phones have limited capabilities to access storage devices such as
thumb drives and other memory cards that do not fit into the phone except card slots installed
on the phone. Most of phones today have micro SD memory card slots installed. Almost all
people nowadays have mobile phones, and almost all people have the need to transfer files
quickly and want to ensure that data are successfully sent. As of mow, the available media to
send files are via infrared, Bluetooth, and one card slot that depends on what is installed on
the phone. One solution is to have a computer to access files to transfer to one , s phone. Not
all people carry their laptops all the time; or to have access to a PC. A memory card
(sometimes called a flash memory card or a storage card) is a small storage medium used to
store data such as text, picture, audio, and video, for use on small, portable or remote
computing devices. Most of the current product use flash memory, although other
technologies are being developed. A USB flash drive is portable memory storage. It is
rewriteable and holds its memory without 2 a power supply, unlike RAM. USB flash drives
will fit into any USB port on a computer. For a USB flash drive to function, it needs a host
controller. Just like a PC, all flash drives have a storage device controller for it to read the
device. This functionality is lacking in mobile phones since phones do not have a USB host
controller.
This design is intended for on the go use. The user can simply insert the storage device and
can manage files on their phones and the storage device. The phone will read the storage
device as a memory card that is inserted in its memory card slot. Only one storage device can
be read at a given time. The major components of this design are the SD card slots and USB
flash drive slot wherein the user can insert a storage device. The design has a micro SD card
sniffer so that the phone can access the storage inserted through this micro SD card sniffer.
Switching components are used to access just one USB flash drive or either one of the
memory cards at a time, because phones have a limited capability to read simultaneously
storage devices.
 RESEARCH DESIGN

To study the consumer behaviour and preference of our college IIEBM-Indus Business
School students towards Pen Drive brands. We initially started our research by doing
observation during the classes. What students are using their pen drives for? What is their
brand preference? and while interacting with them we found many different uses of pen
drives and when it came to brand it was really difficult to identify the exact brand preference.

So, we together came on the final conclusion to design a questionnaire so that we can study
and understand the whole concept .We made questionnaire in such a way that it was easy for
the students to fill quickly and also in some questions we made them write their own views in
the topic.

\
QUESTIONNAIRE
Consumer Preference towards Pen drives
Same basic questions related to Pen drives

Q.1 What is your name?

____________________________________________________________

Q.2 What is your PGDM number?

____________________________

Q.3 What is your age?

____________________________

Q.4 How many Pen drives do you use?

1) 1

2) 2

3) 3

4) None

Q.5 How much capacity does your Pen drive usually have?

1) 2GB

2) 4GB

3) 8GB

4) 16GB

5) 32GB

6) 64GB

7) More _________

Q.6 Do you find Pen drive risky without cover?

1) Yes

2) No

3) Maybe

Q.7 For what purpose you use your Pen drive?

1) Business
2) Personal

3) Education

4) Other _________

Q.8 Which Pen drive brand is preferred by you?

1) SanDisk

2) Sony

3) Hp

4) Other

Q.9 Do you find it safe to share and carry information in Pen drive?

1) Yes

2) No

3) Maybe

Q.10 What qualities do you check while buying a Pen drive?

__________________________________________________________________________

Q.11 What type of Pen drives do you prefer?

1) OTG Pen drive

2) Normal Pen drive

Q.12 Why do you prefer the above type of Pen drive?

_________________________________________________________________________

Q.13 How frequent you format your Pen drive?

________________________________________________________________________

Q.14 Do you want any innovation in Pen drive?

1)Yes

2)No

Q.15 If yes, what & if no, why?

______________________________________________________
INTERPRETATION

As we can see that 62.7% students use only one

pen drive and secondly 19.6% use two pen
drives.

The maximum capacity of pen drives that is

being used is 16 GB (47.1%) which is ideal for
students for education purpose.

As we can see in the result that many students

find it easy and convenient to use pen drive
without its body cover with the highest 35.3%
also some find risky because of the water and
other sources that can damage the pen drive
with 33.3%.
As we can see that with 68.6% students use pen
drive for education purpose and 29.4% of them
use for personal use.

SanDisk the most preferred brand by students

that is 62.7% as they find it perfect for the use of
storing operating systems and provide them easy
accessibility.

To carry and share data many students answered

that it is really easy for them to share via pen
drive total 64.7% agreed
 Durability and speed of transfer
of data is the highest rated quality
that students find before buying pen
drive.

52.9% students said that OTG pen drive they

will prefer more as it is an interface between
smart phone and USB drive

*OTG = ON THE GO pen drives

Innovation is not required by 64.7%

students as when asked by students who
need innovation they were really beyond
normal imagination and well fact they are
required

*innovation required is explained

in conclusion part
 CONCLUSION
Our research included age group of youngsters from 19-26 years old. In the survey majority
of students of age 21 and 22 years old, said that they use only one pen drive with maximum
capacity of 16 GB. Students when asked for what purpose they use pen drives they honestly
answered with 68.6% for education purpose and some for education and personal use.

Also, we have seen now days that pen drives are coming without its cover they made of metal
and found risky to protect it from water. In our conclusion we found that students have no
issues with open body pen drives as it is comfortable for them to access it quickly and easily.

Many of us use different medium to share the information with one another .Students
answered very clearly that using pen drives for sharing information is the safest medium. As
there is no chance of leakage of data , it is shared personally and immediately with the
individually presence and also when it is once shared one can delete it from its pen drive so
that it can never be shared or carried by any means to any other person. Sandisk the brand is
used by maximum IIEBM students. SanDisk gives students the blazing fast transfer speed of
80 mbps which makes it perfect for the use of storing operating systems and software’s like
power Bi which is required to directly transfer from pen drive to their laptops.

Lastly to conclude there are many innovations that already companies have thought and
bought in the market but when we did the survey we really found some of the amazing
innovations that are required:

• More data with less storage

• Pen drives should have password enable
• Pen drives should have more security enables things like pin code to access particular
data
• It should be more compact
• More stylish and attractive body design

Hope we can see such innovation in coming days.

 REFERENCES

https://techhundred.com/2019/01/21/top-10-best-pen-drives-brands-india/

https://timesofindia.indiatimes.com/Who-invented-the-pen-drive/articleshow/3480514.cms