INTRODUCTION

A market is defined by demand which creates the supply. In fact

consumer demand determines characteristic at supply. A market is a place

where buyer and seller meet together for exchange of goods and services. A

market is a center about an area in which the forces ending to exchange of title

to particular product and towards, which the actual good tend to travel.

The field survey is nothing but just an analysis of consumer attitude about

the product, his satisfaction, the result will give a proper format regarding the

above questions. Because of this, a young graduate can come to know the

market situation and the ultimate consumer needs. A market does not

necessarily mean the place. It is an arrangement that provide and opportunities

do exchanges the good and services.

The most common type of pencil casing is a thin wooden cylinder

permanently bonded around the core. Similar permanent casing may be

constructed of other material such as plastic or paper. To use the pencil, the

sharp point, mechanical pencil have more can be elaborate casing that support

mobile pieces of pigment corer, which can be extended or retracted through the

casing tip as needed.

A pencil is a writing implement or art medium usually constructed of a

narrow, solid pigment core inside a protective casing. The case prevents the

core from breaking, and also from marketing the user‟s hand during use.

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 Pencils create marks via physical abrasion, leaving behind a trail of solid

core material that adheres to a sheet of paper or other surface. They are

noticeable distinct from pens, which dispense liquid or gel ink tha stain the light

colour of the paper.

Most pencil cores are made of graphite mixed a clay binder, leaving grey

or black marks that can be easily erased. Graphite pencil are used for both

writing and drawing, and the result is durable; although writing can usually be

removed with an eraser, it is resistant to moisture, most chemicals, ultraviolet

radiation and natural aging. Other types of pencil core are less widely used.

Charcoal pencils are mainly.

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 COMPANY PROFILE

Hindustan pencils limited are the largest primary school stationery

manufacturing company in India. Established in 1958, they have mastered the

art of marking high quality stationary product. With the latest machinery set up.

Today our state of the art manufacturing units daily produce 5.6 Million pencils,

1.2 million sharpeners, 2.3 million erasers, 0.16 million scales, 0.30 million

pens.

Its entire product conforms to European CE EN-71 safety standards. To

be able to control quality better, we arc backward integrated, every little

component like pencil lacquer, sharpener blades, screws etc., that goes into the

making to our products, is produced in-house.

In India, Apsara and Nataraj have emerged as household names. In other

words, Hindustan pencils ltd. has come to personify quality at a competitive

price.

They are exporting our products to over 30 countries. Constant effort will

be made by the company in improving process and maximizing utilization of

inputs to prevent degradation of environment. All ingredients used by – the

company are non-toxic in nature. Wood being one of the main inputs for

pencils, efforts are being made develop plantations to ensure renewal of this

precious natural resource. Research & Development efforts are also being made

to switch over to eco-friendly water based lacquers and PVC-free formulation.

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 Commitment to quality, competitive pricing and our enormous

manufacturing capacities have carried the product well beyond Indian shore.

This company exports to over 32 countries which includes UAE, Turkey,

Sri Lanka, Brazil, Argentina, Kenya, Syria, Bahrain, Mauritius and many more.

This concern for the environment has led us to grow our own to satisfy

our requirement for wood, an essential ingredient in pencil manufacture. This

practice in turn ensures an uninterrupted supply of wood of consistent quality

from our own plantations. All said and done, the outcomes of our manufacturing

process are products that offer our customers excellent “value of money”.

Apasara‟s depots are spared the length and breadth of the country and are

located at Ahmadabad, Ambala, Bangalore, Bhivandi, Chandigarh, Chennai,

Cuttack, Delhi, Goa.

Apsara Colorama Excellence Awards:

Hindustan Pencils Pvt. Ltd, has contributed in its own to cultivate the

habit of good handwriting and to generate interest in art among thousands of

children across the country. One of the popular event organized by HPPL is

“Apsara Colorama Excellence Awards” – An Inter-School Art contest in

Mumbai, it has been organized at Sir J.J.School of Arts, Mumbai since 1969.

“Apsara Excellence Awards” Has been a Platform for bringing together budding

artists form thousands of schools and surrounding areas since inception.

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 PRODUCT PROFILE

A Hindustan pencil is committed to manufacture and marker quality

products of international standards at competitive prices, in the stationery field.

Constant effort will be made by the company to meet international safety

standards and to prevent degradation of the environment.

The „Pencil‟, derived from the lotion word penicillin, Seems humble

enough to be hurriedly put together in one‟s backyard. In this aspects, the

simplicity of the pencil is truly misleading. The common pencils uses about 40

different raw materials, the basic ones being wood, graphics and clay. The

indigenously frown wood brought specifically from the state of jammu and

Kashmir, is first cut into slats that are as long as but only the width of the

pencil. The slats are then subjected to wood staining and grooves are cut into

the slates.

Next, the lead, which is a mixture of micronized and ball clay, is dried

and inserted into these groove. The leads are bounded, shaped and compressed

to ensure that they are breakage resistant and long lasting. Each of these slates

with another slat without lead to complete the pencil. Once the pencil is created

through this “sandwich” method, they are then meticulously shaped, lacquered

and printed as per requirement.

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 The process results in bounded lead pencils of high caliber, about 18cms

long that can draw 3 line 55 kms long and on a average write about 45,000

word.

The pencils that write smooth and dark are tripped at one end to indicate

the end that has to be sharpened, ensuring maximum utilization, Every stage of

the process is executed with maximum control and quality checks to ensure that

the products is truly world class.

Given that enduring reliability is the hallmark of the products,

understandably, they are manufactured using the most stringent quality controls

backed years of research and development. Our factories at 5 locations in India

employ the latest in technology and the best of raw materials at location in India

product the quality, so ingrained in product development philosophy. Besides

developing the machines for manufacture indigenously, every component that

goes into the making of our product and produced m-house.

The contest is divided in 4 categories. One student per category is allowed to

represent the school.

The 4 Categories are:

 Group A - Standard VIII to X

 Group B – Standard V to VII

 Group C – Standard I to IV

 Group D – Kindergarten & Nursery

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 Every year, student from 400 – 500 schools from Mumbai and the

surrounding sub-urban areas participate in this prestigious event.

Black lead pencils are available in a number of type under Apsara brand name.

 Writing pencils

 Platinum extra dark pencils

 Beauty pencils

 Gold pencils

 Triangle extra dark pencils

 Wood world extra dark pencils

 Designer extra dark pencils

 Matt magic extra pencils

 Twinkle extra Dark pencils

 Platinum extra dark pencils

Product features:

 Extra dark lead needs less pressure when writing

 Writing stays dark longer

 Superior quality wood makes sharpening easy

 Meets international quality standards

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 OBJECTIVES OF THE STUDY

Primary objectives

To analysis of consumer usage and satisfaction of Apsara pencil has

studied with the help of following objectives.

Secondary Objectives

 To know the customer preference and purchase of the product

 To find out the customer satisfaction and level of Apsara Pencil

 To find out the reason for preference of Apsara pencil by the customer

 To know about the product usage and availability in the market

 To know the competitor in the market

 To offer policy suggestions for better improvement of the product.

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 RESEARCH METHODOLOGY

Methodology
The respondents may decline co-operate. The researcher must establish

report with the respondent to avoid this even if they co-operate respondents may

sometimes give based or misleading to finish interview quickly or for not

fevering the actual personal details. The researchers must establish a good by

telling informally on other issues of mutual interest first and encourage. The

respondents to give unbiased answer talking them that the benefit both the

parties and assuring them that nothing will be made public and data given by

them will be used purely for academic purpose only.

Sampling

Sampling is only a tool which helps to know the characteristics of the

universe or population by examining a small part of it.

Sampling unit

I chose my sampling area at Cumbum town of market survey in

customer satisfaction sampling units are target population elements available for

section during the sampling process. It a simple, single stage sample is the

sampling units and the population elements may be same. However many

studies invest complex problem that require the use if a multistage sampling

process

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Sampling plan
Who is to be surveyed, how many are to be surveyed, how are they

selected and how are they reached. All these details are to be given in this

section. According to Blalock define a sample thus. “it is a small piece of the

population obtained by a probability process that mirrors, with no precisions,

the various patterns and bob-classes of the population”.

Sample size

The sample size taken for the survey is 50 respondents.

Tools used for analysis “

The collected data were interpreted using percentage analysis method.

Limitation
Various constraints facing the researcher which defer his/her in detailed

analysis of the problem may be pinpointed, also various limitations or demerits

associated with the research problem must be pointed out their section.

The essential purpose of marketing research is to provide information;

which will facilitate the identification of an opportunity or problem situation

and manger in arriving the best possible decision when such situations are

encounter.

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Data collection
In projects of market survey I had used two methods of data collection. It

is primary data and another one is secondary data.

Primary data:

Primary data has been collected by the researcher used through

questionnaire. In my market survey the primary data is the original details from

the company. The details are product range, price, quality consumer behavior

and excrete. The details are used to prepare the projects report of the market

survey questioner.

Secondary data

The secondary data means already printed materials. I had used the

secondary data to collect the profile of the company, board of directors and

product profiles and various public journals and articles.

Limitation
A marketing research design specifies the procedure for conducting and

controlling the research project. The choice of particular research design would

follow from the problem. As such there is no single best design. However, any

marketing research study must explicitly state its plan about collection and

analysis of data.

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 DATA ANALYSIS AND INTERPRETATION

This is an attempt to organize and summarize data in order to increase

results. Usefulness in such a manner that enables the researcher to relate critical

points with the study objectives. Sometimes these organizing and summarizing

of data requires the use of summary statistical measures.

Such as percentage averages and dispersions since most marketing data

are collected through the use of samples, the reliability of the summary

estimates is required to be determined. In this survey the collected data are

analyzed and interpreted by the percentage analysis method.

Percentage Analysis Method

Percentage method to a special kind of Ratio Percentage is used in

making comparison between two or more series of data percentage to describe

relationship.

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 TABLE – 1

RESPONDENTS USING PENCIL

S. No. Particulars No. Of Respondents Percentage

1 Yes 50 50

2 No 50 50
Total 100 100

Sources: Primary Data

Among 100 Respondents
 100% of respondents are using pencil.

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 CHART – 1

RESPONDENTS USING PENCIL

60

50 50
50

40
PERCENTAGE

30

20

10

0
Yes No
PARTICULARS

14
 TABLE – 2

BRAND OF THE PENCIL USED BY THE RESPONDENTS

S. No. Particulars No. Of Respondents Percentage

1 Apsara 33 66

2 Nataraj 8 16

3 Camlin 6 12

4 Others 3 6
Total 50 100

Sources: Primary Data

Among 50 Respondents
 66% of respondents are using Apsara pencil.
 16% of respondents are using Nataraj pencil.
 12% of respondents are using Camlin pencil.
 6% of respondents are using other pencil.

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 CHART – 2

BRAND OF THE PENCIL USED BY THE RESPONDENTS

70 66

60

50
PERCENTAGE

40

30

20 16
12
10 6

0
APSARA NATARAJ CAMLIN OTHERS
PARTICULARS

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 TABLE – 3

THE REASON FOR PREFERING APSARA PENCIL

S. No. Particulars No. Of Respondents Percentage

1 Long Life 11 33

2 Brand Name 8 24

3 All of these 8 24

4 Quality 6 19
Total 33 100

Sources: Primary Data

Among 33 Respondents
 33% of respondents are using Apsara pencil for long life.
 24% of respondents are using Apsara pencil for brand name.
 24% of respondents are using Apsara pencil for all of these.
 19% of respondents are using Apsara pencil for quality.

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 CHART – 3

THE REASON FOR PREFERING APSARA PENCIL

35 33

30

25 24 24
PERCENTAGE

20 19

15

10

0
LONG LIFE BRAND NAME ALL OF THESE QUALITY
PATRICULARS

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 TABLE – 4

AWARNESS OF APSARA PENCIL BY RESPONDENTS

S. No. Particulars No. Of Respondents Percentage

1 Television 14 43

2 Friends 12 36

3 Newspaper 6 18

4 Others 1 3
Total 33 100

Sources: Primary Data

Among 33 Respondents
 43% of respondents are influenced by the television.
 36% of respondents are influenced by the friends.
 18% of respondents are influenced by the newspaper.
 3% of respondents are influenced by the others.

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 CHART – 4

AWARNESS OF APSARA PENCIL BY RESPONDENTS

50
45 43

40 36
35
PERCENTAGE

30
25
20 18

15
10
5 3

0
TELEVISION FRIENDS NEWSPAPERS OTHERS
PATRICULARS

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 TABLE – 5

PLACE FOR MARKING PURCHASING OF THE PRODUCT

S. No. Particulars No. Of Respondents Percentage

1 Retail 21 64

2 Departmental shop 12 36
Total 33 100

Sources: Primary Data

Among 33 Respondents
 64% of respondents purchase in retail shop.
 36% of respondents purchase in the departmental shop.

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 CHART – 5

PLACE FOR MARKING PURCHASING OF THE PRODUCT

70
64

60

50
PERCENTAGE

40 36

30

20

10

0
RETAIL DEPARTMENTAL SHOP
PARTICULARS

22
 TABLE – 6

TIME CONSUMPTION FOR PURCHASE OF THE PRODUCT

S. No. Particulars No. Of Respondents Percentage

1 Once in two months 15 45

2 Once in a month 14 43

3 Once in three months 4 12

Total 33 100

Sources: Primary Data

Among 33 Respondents
 45% of respondents purchase this product once in two months.
 43% of respondents purchase this product once in a month.
 12% of respondents purchase this product once in three months.

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 CHART – 6

TIME CONSUMPTION FOR PURCHASE OF THE PRODUCT

50
45
45 43

40
35
PERCENTAGE

30
25
20
15 12
10
5
0
ONCE IN TWO MONTHS ONCE IN A MONTH ONCE IN THREE MONTHS
PARTICULARS

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 TABLE – 7

RESPONDENTS YEARS OF USING APSARA PENCIL

S. No. Particulars No. Of Respondents Percentage

1 3 Years 21 64

2 5 Years 6 18

3 1 Year 3 9

4 Above 5 Years 3 9
Total 33 100

Sources: Primary Data

Among 33 Respondents
 64% of the respondents are using 3 years.
 18% of the respondents are using 5 years.
 9% of the respondents are using 1 year.
 9% of the respondents are using above 5 years.

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 CHART – 7

RESPONDENTS YEARS OF USING APSARA PENCIL

70
64

60

50
PERCENTAGE

40

30

20 18

9 9
10

0
3 YEARS 5 YEARS 1 YEAR ABOVE 5 YEARS
PARTICULARS

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 TABLE – 8

RESPONDENTS OPINION ABOUT THE PRICE OF THE

PRODUCT

S. No. Particulars No. Of Respondents Percentage

1 Reasonable 23 70

2 Affordable 10 30

3 Costly 0 0
Total 33 100

Sources: Primary Data

Among 33 Respondents
 70% of the respondents about the price of reasonable.
 43% of the respondents about the price of affordable.
 12% of the respondents about the price of costly.

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 CHART – 8

RESPONDENTS OPINION ABOUT THE PRICE OF THE

PRODUCT

80
70
70

60

50
PERCENTAGE

40
30
30

20

10
0
0
REASONABLE AFFORDABLE COSTLY
PARTICULARS

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 TABLE – 9

RESPONDENTS OPINION ABOUT THE USING OF APSARA

PENCIL

S. No. Particulars No. Of Respondents Percentage

1 Writing 16 48

2 Maths Diagram 14 43

3 Drawing 3 9

4 Short Hand 0 0
Total 33 100

Sources: Primary Data

Among 33 Respondents
 48% of the respondents are using it most for writing.
 43% of the respondents are using this product for Maths
diagram.
 9% of the respondents are using Apsara pencil for drawing.
 0% of the respondents are using it for short hand.

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 CHART – 9

RESPONDENTS OPINION ABOUT THE USING OF APSARA

PENCIL

60

50 48
43
40
PERCENTAGE

30

20

9
10

0
0
WRITING MATHS DIAGRAM DRAWING SHORT HAND
PARTICULARS

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 TABLE – 10

WHAT ANY CHANGE IN THIS PRODUCT

S. No. Particulars No. Of Respondents Percentage

1 Yes 30 91

2 No 3 9
Total 33 100

Sources: Primary Data

Among 33 Respondents
 91% of the respondents change in the product.
 9% of the respondents no change in the product.

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 CHART – 10

WHAT ANY CHANGE IN THIS PRODUCT

100
91
90
80
70
PERCENTAGE

60
50
40
30
20
9
10
0
YES NO
PARTICULARS

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 TABLE – 11

KIND OF CHANGES IN THIS PRODUCT

S. No. Particulars No. Of Respondents Percentage

1 Increasing dark 16 53

2 Both 9 30

3 Body color 5 17
Total 33 100

Sources: Primary Data

Among 33 Respondents
 53% of the respondents of the increasing dark in the product.
 9% of the respondents expect the change in dark and body color.
 17% of the respondents of the body color in the product.

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 CHART – 11

KIND OF CHANGES IN THIS PRODUCT

60
53
50

40
PERCENTAGE

30
30

20 17

10

0
INCREASING DARK BOTH BODY COLOR
PARTICULARS

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 TABLE – 12

ALTERNATIVE CHOOSE OF THE RESPONDENTS

S. No. Particulars No. Of Respondents Percentage

1 Nataraj 14 43

2 Others 10 30

3 Camlin 9 27
Total 33 100

Sources: Primary Data

Among 33 Respondents
 43% of the respondents choose nataraj.
 9% of the respondents choose others.
 17% of the respondents choose Camlin.

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 CHART – 12

ALTERNATIVE CHOOSE OF THE RESPONDENTS

50
45 43

40
35
30
PERCENTAGE

30 27
25
20
15
10
5
0
NATARAJ OTHERS CAMLIN
PARTICULARS

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 TABLE – 13

RECOMMENDING OTHER PERSONS IN YOUR PRODUCT

S. No. Particulars No. Of Respondents Percentage

1 Yes 50 100

2 No 0 0
Total 50 100

Sources: Primary Data

Among 50 Respondents
 100% of the respondents in this product to others.
 0% of the respondents in this product.

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 CHART – 13

RECOMMENDING OTHER PERSONS IN YOUR PRODUCT

120

100
100

80
PERCENTAGE

60

40

20

0
0
Yes No
PARTICULARS

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 TABLE – 14

RESPONDENTS OPONION ABOUT AVAILABILITY OF

PRODUCT

S. No. Particulars No. Of Respondents Percentage

1 Easy available 33 100

2 Rarely 0 0
Total 33 100

Sources: Primary Data

Among 33 Respondents
 100% of the respondents opinion about the easy availability of a
Apsara pencil.
 0% of the respondents opinion the easy availability of a Apsara
pencil.

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 CHART – 14

RESPONDENTS OPONION ABOUT AVAILABILITY OF

PRODUCT

120

100
100

80
PERCENTAGE

60

40

20

0
0
EASILY AVAILABLE RARE AVAILABLE
PARTICULARS

40
 TABLE – 15

SATISFICATION LEVEL

S. No. Particulars No. Of Respondents Percentage

1 Yes 33 100

2 No 0 0
Total 0 100

Sources: Primary Data

Among 33 Respondents
 100% of the respondents satisfied Apsara pencil.
 0% of the respondents unsatisfied Apsara pencil.

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 CHART – 15

SATISFICATION LEVEL

120

100
100

80
PERCENTAGE

60

40

20

0
0
Yes No
PARTICULARS

42
 FINDINGS

 100% of respondents are using pencil

 66% of respondents are using Apsara pencil
 33% of respondents are using Apsara pencil for long life
 43% of respondents are influence by the television
 64% of respondents purchase in the retail shop
 45% of respondents purchase this product once in two months
 64% of respondents are using three years
 70% of respondents about the price of reasonable
 48% of respondents are using it mostly for writing
 91% of respondents are change in the product
 53% of respondents of the increasing dark in the product
 43% of respondents choose nataraj
 100% of respondents in this product to others
 100% of respondents opinion about the easy availability of a Apsara
pencil
 100% of respondents satisfied Apsara pencil

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 LIMITATIONS

 The survey was conducted only among the limited size of the 100 samples
 Some respondents feel irritated to answer the questions
 The study was restricted in Cumbum town only
 This study was in the geographical area of Theni town. So generalization of
this project can‟t be done to another area.

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 SUGGESTIONS

 If the company introduced the some new advertisement in Apsara Pencil

the Customers may increase
 The customers are excepting in the Apsara Pencil.
 Try to give specific target for wholesalers market and retail market
according with the market potential
 First try to cover the retailers from rural and slum areas
 Try to supply more quality of secondary brands
 Try to Apsara pencil every wholesalers average purchase pattern keep on
giving services to high potential wholesales

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 CONCLUSION

From this field sundry know about the customer performance and their
needs on Apsara pencil.

The quality of the Apsara pencil better than others and also the
respondents are ready to buy in future this survey method in the best method for
collection information regarding the product‟s and inner feeling of customers.

I gained a broad knowledge during this training I have running

experience.

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 BIBLIOGRAPHY

Book Reference

 Marketing – Dr.N.Rajan Sanjim R.Nair

 Marketing research – A.Mustafa
 Research methodology – A.P.Guptha

Website Reference

 www.wekipiedia.com
 www.google.com
 www.hindustanpencils.com

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 A MARKET SURVEY ON CONSUMER USAGE AND
SATISFICATION REGARDING APSARA PENCIL
IN CUMBUM TOWN

1. Do you use any pencil?

[ ] Yes [ ] No

2. If yes, which brand do you use?

[ ] Apsara [ ] Camlin [ ] Nataraj [ ] Others

3. Why do you prefer this pencil?

[ ] Quality [ ] Brand Name [ ] Long Life [ ] All of

these

4. How were you aware about this Apsara pencil?

[ ] TV [ ] Newspaper [ ] Friends [ ] Others

5. Where do you buy this pencil?

[ ] Retail shop [ ] Departmental store

6. At what interval, do you buy this pencil?

[ ] Once in a month [ ] Once in two months [ ] Once in 3

months

7. For how many years are you using this pencil?

[ ] 1 year [ ] 3 years [ ] 5 years [ ] Above 5

years

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8. What do you feel about the cost?

[ ] Costly [ ] Affordable [ ] Reasonable

9. What for do you use this Apsara Pencil?

[ ] Drawing [ ] Maths Diagram [ ] Writing [ ] Short

Hand

10. Do you need any change in the product?

[ ] Yes [ ] No

11. If yes, what changes do you want?

[ ] Body color [ ] Increasing Dark [ ] Both

12. What is the substitute brand for Apsara Pencil?

[ ] Nataraj [ ] Camlin [ ] Others

13. Do you recommend this Apsara Pencil?

[ ] Yes [ ] No

14. What do you feel about the availability of this pencil?

[ ] Easily Available [ ] Rare

15. Are you satisfied with Apsara Pencil?

[ ] Yes [ ] No

16. Give me suggestion………………………………….

49