"ANALYSIS OF CUSTOMER BEHAVIOUR TOWARDS

ITC CLASSMATE NOTEBOOKS IN BANDRA TO ANDHERI

AREA"

A PROJECT SUBMITTED TO THE

UNIVERSITY OFMUMBAI FOR PARTIAL
COMPLETION OF THE DEGREE OF
MASTER OF COMMERCE
UNDER THE FACULTY OF COMMERCE

BY: RITIKAA
MAHESHWARI ROLL

NO. A-

UNDER THE GUIDANCE OF

DR.PRASHANTBHAGAT

CHETANA’S
HAZARIMAL SOMANI COLLEGE OF COMMERCE & ECONOMICS,
BANDRA (E), MUMBAI-51
 ACKNOWLEDGEMENT

To list who all have helped me is difficult because they are so numerous
and the depth is so enormous.

I would like to acknowledge the following as being idealistic channels and fresh
dimensions in the completion of this project.

I take this opportunity to thank the University of Mumbai for giving me the
chance to do this project

I would like to thank my Principal, Dr. Mahesh Chandra Joshi for providing the
necessary facilities required for the completion of this project.

I would like to thank our Coordinator, Prof. Niyomi Fonseca, for her moral
support and guidance.

I would also like to express my sincere gratitude towards my project guide

Dr. Prashant Bhagat whose guidance and care made the project successful.

I would like to thank my College Librarian, for having provided various

reference books and magazines related to my project.

Lastly, I would like to thank each and every person who directly or indirectly
helped me in the completion of the project especially my Parents and Peers
who supported me throughout my project.
 DECLARATION

I the undersigned Miss. RITIKAA NISCHAL MAHESHWARI hereby, declare that

the work embodied in this project work titled "ANALYSIS OF CUSTOMER
BEHAVIOUR TOWARDS ITC CLASSMATE NOTEBOOKS IN BANDRA TO ANDHERI
AREA ", forms my own
contribution to the research work carried out under the guidance of Dr.
Prashant Bhagat is a result of my own research work and has been previously
submitted to any other University for any other Degree/Diploma to this or any
other University.

Wherever reference has been made to previous works of others, it has been
clearly indicated as such and included in the bibliography.

I, hereby further declare that all information of this document has been
obtained and presented in accordance with academic rules and ethical
conduct.

RITIKAA NISCHAL MAHESHWARI)

Certified by
DR. PRASHAN BHAGAT
 CHETANA’S
Hazarimal Somani College of Commerce & Economics,
Bandra (E), Mumbai-400 051

CERTIFICATE

This is to certify that Ms. RITIKAA NISCHAL MAHESHWARI has worked and duly
completed her/his Project Work for the degree of MASTER OF COMMERCE
under the Faculty of Commerce in the subject of “BUSINESS MANAGEMENT”
and her/his project is entitled, “ANALYSIS OF CUSTOMER BEHAVIOUR
TOWARDS ITC CLASSMATE
NOTEBOOKS IN BANDRA TO ANDHERI AREA” under my supervision.

I further certify that the entire work has been done by the learner under
my guidance and that no part of it has been submitted previously for ay degree
or diploma of any University.

It is her/his own work and facts reported by her/his personal findings and
investigations.

Date of Submission:

Project Guide External Examiner

Course Co-ordinator Principal

ANALYSIS OF CUSTOMER BEHAVIOUR

TOWARDS ITC CLASSMATE NOTEBOOKS

IN BANDRA TO ANDHERI AREA

 TABLE OF CONTENT

CHAPTER 1 INTRODUCTION

1.1 Background of Study 01

1.2 Objectives of the Study
1.3 Relevance of Study
1.4 Scope of the Study
1.5 Limitations of the Study
CHAPTER 2 INDUSTRY AND COMPANY PROFILE 03
2.1 Industry Profile
2.1.1 Profile of Notebook Industry in India
2.2.2 Global writing instrument Industry
2.1.3 Market and Market Information
2.1.4 Regulatory Requirements 0
2.1.5 Changing Consumer Behavior 11
2.2 Company profile
2.2.1 Introduction to the Company
2.2.2 History of ITC
2.2.3 ITC’s Product mix
2.2.4 The vision of the company
2.2.5 The mission of the company
2.2.6 ITC’s Core values
2.2.7 Certifications of ITC 14
CHAPTER 3 REVIEW OF LITERATURE 21
CHAPTER 4 RESEARCH METHODOLOGY

4.1 Introduction 31

4.2 Types of Research 31

4.3 Sampling Design 31

4.3.1 Sampling Method
4.4 Data Collection Tools / Instruments
4.4.1 Primary Data
4.4.2 Secondary Data
4.4.3 Tools & techniques
4.5 Data Processing & Analysis
CHAPTER 5 DATA ANALYSIS AND INTERPRETATIONS 34

CHAPTER 6 SUGGESTION 45

CHAPTER 7 CONCLUSION 46

● BIBLIOGRAPHY 47

● QUESTIONNAIRE 48
 LIST OF TABLES

Table Tit Page

No. le No.
Table 4.1 Age wise Composition 35

Table 4.2 Gender wise Composition 36

Table 4.3 Qualification wise Composition 37

Table 4.4 Occupation wise Composition 38

Table 4.5 Income wise Composition 39

 LIST OF GRAPHS

Graphs Tit Page

No. le No.
Fig. 4.1 Age of Internet Banking beneficiaries 34

Fig. 4.2 Gender wise Composition 35

Fig 4.3 Education of beneficiaries 36

Fig 4.4 Occupation wise Composition 37

Fig 4.5 Monthly Income wise Composition 38

Fig 4.6 Types of Bank wise Composition 39

Fig 4.7 Frequently Use of IB Service Composition 40

Fig 4.8 Comparison of People Started using IB Services 41

Fig 4.9 Comparison of People Started using IB Services in a 42

Month
Fig 4.10 Satisfaction Level of IB Services Wise Composition 43

Fig 4.11 Measure Aspects Using of IB Services Wise 44

Composition
 CHAPTER 1 INTRODUCTION

1.1 BACKGROUND OF STUDY

The ultimate objective of all production is consumption for the satisfaction of the varied needs of
man. A free-market economy provides freedom to the consumers to buy and consume goods of
their choice. Buying preferences of the consumers send signals to the producers to produce various
commodities in required quantities. Producers, therefore, produce only those commodities which
are desired by the consumers. Consumer behavior is related to likes and dislikes and expectations of
the consumers. Consumer behavior has changed in recent years owing to enhanced awareness,
information technology, and more importantly governmental intervention through legislation. Thus,
the manufacturers are more cautious in dealing with consumers of their respective products.

In recent years, the lifestyle of a large number of consumers in India has changed dramatically and
the process of change is on. The buying behavior of the consumers is influenced by several factors
such as socio-economic conditions, cultural environment, literacy level, occupation, geographical
location, efforts on the part of sellers, exposure to media, etc. Consumer behavior in the market is
perplexing because of a singular lack of consistency in groups that are homogeneous in parameters
of Demographics-Age, occupation, education, and income.

The study of consumer behavior implies how & why a particular consumer reacts to the decisions
of producers. It is the study of how individuals make decisions to spend their available resources
(time, money, effort) on consumption-related items. It includes the study of why they buy it, when
they buy it, where they buy it, how often they buy it & how often they use it.

This study focused on understanding the consumer buying behavior of notebooks at retail outlets. It
also focused on the issue that whether the marketing strategies are properly implemented or not.
The study would be beneficial for the ITC Company to formulate the strategy for the future. In
order to understand the importance of consumer behavior in the stationary sector, this study is being
made on “A study on consumer behaviour of students towards ITC classmate notebooks in the area
of Bandra to Andheri”
1.2 OBJECTIVES OF THE STUDY

1) To know about the stationary -notebook industry in detail.

2) To study the purchasing patterns of notebooks by the consumers like frequency of

purchasing and number of notebooks purchased at one time etc.

3) To know which factors mostly influence the consumer to buy notebooks like discounts,
quality of pages in the notebook, environmental concerns etc.

4) To know which price range of notebooks is mostly preferred by the people.

5) To study the impact of advertisement on consumers and also know the effectiveness of
In-shop advertisement retail outlet.

6) To help the company- marketing managers to design an effective marketing mix for its
target customers.

7) To grasp the factors motivating the consumers to purchase through ecommerce sites –
Amazon and Flipkart rather than to purchase the same notebook from the retail outlet
like convenience factor, discount offered, online payment mode etc.

8) To make awareness about ITC Stationary items

1.3 RELEVANCE OF THE STUDY

Through observation and communication with various students, the researcher will be able to
understand the stationary market and role played by the ITC Company in the stationary industry.
The researcher will be able to pinpoint the strategies which would help ITC to become a market
leader in this industry. It will help to comprehend the purchasing patterns of the consumers and
which factors mostly influence the consumer to buy notebooks.

To understand the success rate of a online ecommerce site in comparison to the new retail outlet in
the vicinity in respect sale of the notebooks. This study would provide help to marketing managers
to design an effective marketing mix for its target customers. These reasons led the researcher to
undertake the current study to find out the consumer behaviour of students towards ITC Classmate
notebooks in Mumbai.

This study is an endeavour to discover whether notebooks provided by retail store or ecommerce
sites and whether satisfaction level of consumers in both the scenarios are positively correlated, to
find out purpose and reason of buying notebooks from ecommerce sites, awareness level of students
about various stationary products offered by ITC and recommend the notebooks to other consumers
as well if required.

1.4 SCOPE OF STUDY

The present research study is restricted to the students purchasing notebooks in Mumbai –Bandra to
Andheri. This study is an endeavour to discover whether notebooks provided by retail store or
ecommerce sites and whether satisfaction level of consumers in both the scenarios are positively
correlated, to find out purpose and reason of buying notebooks from ecommerce sites, awareness
level of students about various stationary products offered by ITC and recommend the notebooks to
other consumers as well if required.
1.5 LIMITATIONS OF THE STUDY

A research study is never perfect. There is always some scope of improvement in the study in the
future. Thus, it becomes important to critically evaluate the results and the whole study. The present
study has certain limitations that need to be taken into account when considering the study and its
contributions:

1. There a number of a factor, which affects consumer’s perception about notebooks and is not
possible to take all of them into account. Thus, this study is limited to variable under consideration.

2. The research is based on the responses given by the respondents, which may or may not be
biased.

3. The results shown are relative in nature and are not absolute. In other words, it is the perception
of an average customer.
.
4. Sample size is 100 students

5.Only students related to secondary school, junior college and degree college would only be
considered in research.
 CHAPTER 2 INDUSTRY & COMPANY PROFILE

2.1 INDUSTRY PROFILE

2.1.1 PROFILE OF NOTEBOOK INDUSTRY IN INDIA

India Exercise Notebook Market Forecasts to 2020 – Influx of Organized Notebook Brands
and Rising Spending on Education to Fuel Growth” which provides a comprehensive analysis
of the exercise notebook market in India. The report covers various aspects such as overall
size of India exercise notebook market, segmentation on the basis of Use, Number of Pages,
GSM, Recycled/Non-Recycled Papers, Retail/Institutional Sales, Size, Bindings, Cover
Types, City Tiers, Rural/Urban Demand and Paper Types. The report also covers the
investment model, pricing analysis and trade scenario in the industry. Additionally, the report
offers prevalent trends, developments, challenges in the industry besides presenting a
PORTERs analysis of the current market. The report also covers the competitive landscape of
the industry, market share of major players, and comprehensive profile of leading players
operating in the market. Major macroeconomic indicators affecting the market have also been
highlighted in the report. The report is useful for existing exercise notebook manufacturers,
dealers, distributors, online and offline retailers, book shops, emerging players who wish to
capitalize the market potential and investors who are looking forward to venture into the
exercise notebook market in India.

Market Genesis
The market for exercise notebooks in India has been traditionally dominated by the
unorganized segment. From the endpoint of marginal retailers to independent sellers, all have
been dependent on imports from China. However, the market has developed to achieve a
substantial valuation which was not there until 2000. The evolvement of organized brands
such as ITC Classmate, Navneet and others have added premium to the market, discerned by
the fact that the prices of exercise notebooks have grown 5-6 folds and even more than that in
some cases in the last decade. The exercise notebook market in India has been expanding at a
decent pace in the wake of growing economy, high literacy levels, burgeoning middle-class
and enhanced scale of initiatives in the education sector. There has been a marked shift in the
preference from cheap local brands to quality products. Aesthetically and functionally
improved notebooks, which come with innovative 3D covers, had witnessed increasing
demand in the recent years. The market size in terms of consumer expenditure on exercise
notebook was evaluated at INR
~ billion during FY’2015 with the organized segment contributing for ~% of the market
revenue. Volume-wise the market sold ~ billion units of exercise notebooks in FY’2015 at an
aggregate average price of INR
Trade Scenario
The import market for exercise notebook in India has grown at a decent rate over the period
FY’2010-2015. In fact, there was a steep rise of ~% during the period FY’2015 which saw the
import value reach INR ~ million. China and USA have been the major importing locations.
The export market for exercise notebooks in India was pegged at INR ~ billion in FY’2015
showcasing an exemplary CAGR of ~% over the period FY’2010-2015. Besides, a healthy
domestic market, the export demand has been quite promising which has resulted in a large
number of local and national players aligning their businesses to suit the foreign demand.

MAJOR SEGMENTS
By type of usage, notebooks (including long books) accounted for the highest revenue and
volume sales amongst all the product types envisaging ~% of the market sales volume in
FY’2015. While ~% of the sales came from the 54-56 gsm categories, 65 gsm variants
accounted for ~% of the sales. Practical notebooks and drawing books were the next highest
selling items envisaging volume share of ~% and ~% respectively in FY’2015.

Graph book and scrap book sales are heavily constrained by their usability in stipulated
subjects and therefore have limited scope of expansion in the overall exercise notebook
market. A5 accounted for ~% of the overall notebooks sold amounting to ~ million units
while A4 had countered a share of ~% in FY’2015. 41-100 page notebooks accounted for ~%
of the overall sales volume in the notebook and long book category during FY’2015. 60 page
notebooks are one of the most popular items being consumed in the Indian market under this
category. 101- 150 page notebooks envisaged a share of ~% in FY’2015. Prices for this
category fall in the range of INR ~. As far as practical notebooks are concerned, 80-100 page
notebooks accounted for ~% of the sales whereas ~% of the sales for the drawing books came
from 20-50 page categories.

Graph book sales also followed similar trend with ~% of the sales volume being contributed
from the 20-50 pages category. The usage of recycled paper is more prevalent in India
currently accounting for around ~% of the overall paper required in manufacturing exercise
notebooks. The primary reason behind this has been low cost of production and heightened
governmental push towards integrating pro-environment manufacturing processes.

High usage of writing exercise notebooks as compared to drawing notebooks indirectly leads
to greater demand of white paper exercise notebooks which accounted for ~% of the overall
volume sales in the market in FY’2015. Revenue generated through exercise notebook sales i
tier-III cities amounted to INR ~ billion while tier-II cities contributed for INR ~ billion in FY’2015.

COMPITITION
As far as the competitive landscape is concerned, ITC, with its collaborative links with SMEs
coupled with a strong product portfolio is currently the unanimous leader in the market. It has
been successful in creating a strong brand with its “Classmate” range of exercise notebooks
which was one of the first notebooks to feature a premium design, had superior quality papers
and was reasonably priced. ITC had a ~% market share in FY’2015 followed by Navneet that
churned out a ~% share in the organized manufacturer’s revenues from exercise notebooks in
India. Navneet is one of the oldest stationery brands and has got a widely popular publishing
business. Brijlaxmi Paper had the third highest share of ~% owing to its phenomenal growth
in FY’2015 because of its heavily expanding retail network including modern trade channels.

India’s middle class population is likely to go up to 583 million by FY’2025 resulting in

wider demand. The market is expected to witness a rise in the volume of premium office as
well as school and college notebooks as companies widen the offering of their premium
brands to realize the high margin in this segment. Pro-environmental initiatives by the
Government will propel the usage of more recycled papers in exercise notebook production.
The market is also tempting for foreign brands that will look forward to grab a share of the
unorganized pie. It is projected that the market will reach volume sales of ~ billion envisage
revenues worth INR ~ billion by FY’2020. The average exercise notebook price would reach
IN ~ by the same period.
2.1.2 GLOBAL WRITING INSTRUMENT INDUSTRY

Globally, writing instrument industry is rising at a healthy rate despite growing

computerization. The global writing instrument industry is estimated at Rs 65000 crores. (p.a)
where USA markets grew by 5% last year (2005-06) and is expected to grow by the same
proportionate at this time too. China controls approximately 10% of the global market, due to
its manufacturing process. India is becoming most preferred manufacturing destination after
china. Indian product quality is among best in the world, Compared to china mass market
products. Indian market is growing healthily at 15 to 20% and is expected to grow with same
rate for upcoming 2 to3 years (acc CAGR), where the organize sector now controls 70%
market share in 2011 as compared to 54% up to 2000.

2.1.3 REGULATORY REQUIREMENTS

In India as per law, the manufacturing of writing instruments is reserved or falls under the
category of SSI (Small Scale Industry Sector). Thus there is ceiling on investment in plant
and machinery manufacturing process (Max Rs. 50 Crores), excluding mould making as it is
highly capital intensive pert of manufacturing. Of course any EOU (Export Oriented Unit)
does not fall under this purview of SSI.

2.1.4 CHANGING CONSUMER BEHAVIOUR

The purchase of a single notebook used to be a considered decision until not too long ago.
Today, most consumers buy multiple notebooks in a single purchase. Because the consumer
would go out specifically to buy a notebook earlier, today most buy along with a number of
other things as part of their monthly provisions. Earlier there was one notebook to write, now
interestingly even as communication getting to increase psychological, there is different
notebook, cover, different size, needs and situation.
Gone are the days where notebooks were just considered as merely an item of writing. But
now it is a quasi-fashion statement something that’s aligns with your personality, of course
still the notebook purchase decision is considered as low involvement decision.
2.2 COMPANY PROFILE

2.2.1 INTRODUCTION TO THE COMPANY

ITC is one of India's foremost private sector companies with a

market capitalisation of nearly US $ 30 billion and a turnover of over
US $
6.1 Billion. ITC is rated among the World's Best Big Companies,
Asia's 'Fab 50' and the World's Most Reputable
Companies by Forbes magazine, among India's Most Respected Companies by Business
World and among India's Most Valuable Companies by Business Today. ITC ranks among
India's `10 Most Valuable (Company) Brands', in a study conducted by Brand Finance and
published by the Economic Times. ITC also ranks among Asia's 50 best performing
companies compiled by Business Week.

2.2.2 HISTORY OF ITC

ITC was incorporated on August 24, 1910 under the name of 'Imperial Tobacco Company of
India Limited'. A leased office on Radha Bazar Lane, Kolkata, was the centre of the
Company's existence. The Company celebrated its 16th birthday on August 24, 1926, by
purchasing the plot of land situated at 37, Chowringhee, (now renamed J.L. Nehru Road)
Kolkata, for the sum of Rs 310,000. The Company's ownership progressively Indianised, and
the name of the Company was changed to I.T.C. Limited in 1974. In recognition of the
Company's multi- business portfolio encompassing a wide range of businesses - Cigarettes &
Tobacco, Hotels, Information Technology, Packaging, Paperboards & Specialty Papers, Agri-
Exports, Foods, Lifestyle Retailing and Greeting Gifting & Stationery - the full stops in the
Company's name were removed effective September 18, 2001.

ITC's Packaging & Printing Business was set up in 1925 as a strategic backward integration
for ITC's Cigarettes business. It is today India's most sophisticated packaging house.
In 1975 the Company launched its Hotels business with the acquisition of a hotel in Chennai
which was rechristened 'ITC-Welcomgroup Hotel Chola'. Since then ITC's Hotels business
has grown to occupy a position of leadership, with over 70 owned and managed properties
spread across India.
In 1979, ITC entered the Paperboards business by promoting ITC Bhadrachalam Paperboards
Limited, which today has become the market leader in India.
In 1985, ITC set up Surya Tobacco Co. in Nepal as an Indo-Nepal and British joint venture.
In August 2002, Surya Tobacco became a subsidiary of ITC Limited and its name was
changed to Surya Nepal Private Limited (Surya Nepal).

In 1990, ITC acquired Tribeni Tissues Limited, a Specialty paper manufacturing company
and a major supplier of tissue paper to the cigarette industry. Tribeni Tissues Division was
merged with the Bhadrachalam Paperboards Division to form the Paperboards & Specialty
Papers Division in November 2002.

In 1990, leveraging its agri-sourcing competency ITC set up the Agri Business Division for
export of agri-commodities. ITC's unique and now widely acknowledged e-Choupal initiative
began in 2000 with Soya farmers in Madhya Pradesh. Now it extends to 9 states covering
over 4 million farmers. ITC's first rural mall, christened 'Choupal Sagaar' was inaugurated in
August 2004 at Sehore. On the rural retail front, 24 'Choupal Saagars' are now operational in
the 3 states of Madhya Pradesh, Maharashtra and Uttar Pradesh.
In 2000, ITC launched a line of high quality greeting cards under the brand name
'Expressions'. In 2002, the product range was enlarged with the introduction of Gift wrappers,
Autograph books and Slam books. In the same year, ITC also launched 'Expressions
Matrubhasha', a vernacular range of greeting cards in eight languages and 'Expressions
Paperkraft', a range of premium stationery products. In 2003, the company rolled out
'Classmate', a range of notebooks in the school stationery segment.

ITC also entered the Lifestyle Retailing business with the Wills Sport range of international
quality relaxed wear for men and women in 2000. The Wills Lifestyle chain of exclusive
stores later expanded its range to include Wills Classic formal wear (2002) and Wills Clublife
evening wear (2003). ITC also initiated a foray into the popular segment with its men's wear
brand, John Players, in 2002. In 2006, Wills Lifestyle became title partner of the country's
most premier fashion event - Wills Lifestyle India Fashion Week - that has gained recognition
from buyers and retailers as the single largest B-2-B platform for the Fashion Design
industry. In 2007, the Company introduced 'Miss Players'- a fashion brand in the popular
segment for the young woman.
In 2000, ITC spun off its information technology business into a wholly owned subsidiary,
ITC Infotech India Limited, to more aggressively pursue emerging opportunities in this area.
ITC's foray into the Foods business is an outstanding example of successfully blending
multiple internal competencies to create a new driver of business growth. It began in August
2001 with the introduction of 'Kitchens of India' ready-to-eat Indian gourmet dishes.

In 2002, ITC entered the confectionery and staples segments with the launch of the brands
mint-o and Candyman confectionery and Aashirvaad atta (wheat flour). 2003 witnessed the
introduction of Sunfeast as the Company entered the biscuits segment. ITC's entered the fast
growing branded snacks category with Bingo! in 2007.
In 2002, ITC's philosophy of contributing to enhancing the competitiveness of the entire
value chain found yet another expression in the Safety Matches initiative. ITC now markets
popular safety matches brands like iKno, Mangaldeep, Aim, Aim Mega and Aim Metro.

ITC forayed into the marketing of agarbattis (incense sticks) in 2003 marked the
manifestation of its partnership with the cottage sector. ITC's popular agarbattis brands
include Spriha and Mangaldeep across a range of fragrances like Rose, Jasmine, Bouquet,
Sandalwood, Madhur, Sambrani and Nagchampa.

ITC introduced Essenza Di Wills, an exclusive range of fine fragrances and bath & body care
products for men and women in July 2005. Inizio, the signature range under Essenza Di Wills
provides a comprehensive grooming regimen with distinct lines for men (Inizio Homme) and
women (Inizio Femme). Continuing with its tradition of bringing world class products to
Indian consumers the Company launched 'Fiama Di Wills', a premium range of Shampoos,
Shower Gels and Soaps in September, October and December 2007 respectively. The
Company also launched the 'Superia' range of Soaps and Shampoos in the mass-market
segment at select markets in October 2007 and Vivel De Wills & Vivel range of soaps in
February and Vivel range of shampoos in June 2008.

ITC has a diversified presence in Cigarettes, Hotels, Paperboards & Specialty Papers,
Packaging, Agri-Business, Packaged Foods & Confectionery, Information Technology,
Branded Apparel, Personal Care, Stationery, Safety Matches and other FMCG products.
While ITC is an outstanding market leader in its traditional businesses of Cigarettes, Hotels,
Paperboards, Packaging and Agri-Exports, it is rapidly gaining market share even in its
nascent businesses of Packaged Foods & Confectionery, Branded Apparel, Personal Care and
Stationery.
As one of India's most valuable and respected corporations, ITC is widely perceived to be
dedicatedly nation-oriented. Chairman Y C Deveshwar calls this source of inspiration "a
commitment beyond the market". In his own words: "ITC believes that its aspiration to
create enduring value for the nation provides the motive force to sustain growing shareholder
value. ITC practices this philosophy by not only driving each of its businesses towards
international competitiveness but by also consciously contributing to enhancing the
competitiveness of the larger value chain of which it is a part."

ITC's diversified status originates from its corporate strategy aimed at creating multiple
drivers of growth anchored on its time-tested core competencies: unmatched distribution
reach, superior brand-building capabilities, effective supply chain management and
acknowledged service skills in hoteliering. Over time, the strategic forays into new businesses
are expected to garner a significant share of these emerging high-growth markets in India.

ITC's Agri-Business is one of India's largest exporters of agricultural products. ITC is one of
the country's biggest foreign exchange earners (US $ 3.2 billion in the last decade). The
Company's 'e-Choupal' initiative is enabling Indian agriculture significantly enhance its
competitiveness by empowering Indian farmers through the power of the Internet. This
transformational strategy, which has already become the subject matter of a case study at
Harvard Business School, is expected to progressively create for ITC a huge rural distribution
infrastructure, significantly enhancing the Company's marketing reach.

ITC's wholly owned Information Technology subsidiary, ITC Infotech India Limited, is
aggressively pursuing emerging opportunities in providing end-to-end IT solutions, including
e-enabled services and business process outsourcing.

ITC's production facilities and hotels have won numerous national and international awards
for quality, productivity, safety and environment management systems. ITC was the first
company in India to voluntarily seek a corporate governance rating.

ITC employs over 26,000 people at more than 60 locations across India. The Company
continuously endeavors to enhance its wealth generating capabilities in a globalising
environment to consistently reward more than 3,75,000 shareholders, fulfill the aspirations of
Its stakeholders and meet societal expectations. This over-arching vision of the company is
expressively captured in its corporate positioning statement: "Enduring Value. For the nation.
For the Shareholder."
2.2.3 ITC’s Product Mix

Cigarettes
ITC is the market leader in cigarettes in India. With its wide range of invaluable
brands, it has a leadership position in every segment of the market. It's highly
popular portfolio of brands includes Insignia, India Kings, Classic, Gold Flake, Silk
Cut, Navy Cut, Scissors, Capstan, Berkeley, Bristol and Flake.
The Company has been able to build on its leadership position because of its single
minded focus on value creation for the consumer through significant investments in
product design, innovation, manufacturing technology, quality, marketing and
distribution.
All initiatives are therefore worked upon with the intent to fortify market standing in
the long term. This in turns aids in designing products which are contemporary and
relevant to the changing attitudes and evolving socio economic profile of the country.
This strategic focus on the consumer has paid ITC handsome dividends.
ITC's pursuit of international competitiveness is reflected in its initiatives in the
overseas markets. In the extremely competitive US market, ITC offers high-quality,
value-priced cigarettes and Roll-your-own solutions. In West Asia, ITC has become a
key player in the GCC markets through growing volumes of its brands.
ITC's cigarettes are produced in its state-of-the-art factories at Bengaluru, Munger,
Saharanpur and Kolkata. These factories are known for their high levels of quality,
contemporary technology and work environment.

FMCG Foods
ITC made its entry into the branded & packaged Foods business in August 2001 with
the launch of the Kitchens of India brand. A more broad-based entry has been made
since June 2002 with brand launches in the Confectionery, Staples and Snack Foods
segments.
The packaged foods business is an ideal avenue to leverage ITC's proven strengths in the
areas of hospitality and branded cuisine, contemporary packaging and sourcing of
Agricultural commodities. ITC's world famous restaurants like the Bukhara and the Dum
Pukht, nurtured by the Company's Hotels business, demonstrate that ITC has a deep
understanding of the Indian palate and the expertise required to translate this knowledge into
delightful dining experiences for the consumer. ITC has stood for quality products for over 98
years to the Indian consumer and several of its brands are today internationally benchmarked
for quality.
The Foods business carries forward this proud tradition to deliver quality food
products to the consumer. All products of ITC's Foods business available in the
market today have been crafted based on consumer insights developed through
extensive market research. Apart from the current portfolio of products, several new
and innovative products are under development in ITC's state-of-the-art Product
Development facility located at Bengaluru.
Leadership in the Foods business requires a keen understanding of the supply chain
for agricultural produce. ITC has over the last 98 years established a very close
business relationship with the farming community in India and is currently in the
process of enhancing the Indian farmer's ability to link to global markets, through the
e-Choupal initiative, and produce the quality demanded by its customers. This long-
standing relationship is being leveraged in sourcing best quality agricultural produce
for ITC's Foods business.
The Foods business is today represented in 4 categories in the market. These are:
Ready To Eat Foods
Staples
Confectionery Snack
Foods
In order to assure consumers of the highest standards of food safety and hygiene, ITC
is engaged in assisting outsourced manufacturers in implementing world-class hygiene
standards through HACCP certification. The unwavering commitment to
internationally benchmarked quality standards enabled ITC to rapidly gain market
standing in all its 6 brands:
Kitchens of India
Aashirvaad
Sunfeast
mint-o

Candyman
Bingo!
Lifestyle Retailing

ITC‟s Lifestyle Retailing Business Division has established a nationwide retailing

presence through its Wills Lifestyle chain of exclusive specialty stores. Wills Lifestyle,
the fashion destination, offers a tempting choice of Wills Classic work wear, Wills
Sport relaxed wear, Wills Clublife evening wear, fashion accessories and Essenza Di
Wills – an exclusive range of fine fragrances and bath & body care products and
Fiama Di Wills - a range of premium shampoos and shower gels. Wills Lifestyle has
also introduced Wills Signature designer wear, designed by the leading designers of
the country.

With a distinctive presence across segments at the premium end, ITC has also
established John Players as a brand that offers a complete fashion wardrobe to the
male youth of today. The recent launch of Miss Players with its range of trendy
fashion wear for young women has been a successful addition to the youthful offering.
With its brands, ITC is committed to build a dominant presence in the apparel market
through a robust portfolio of offerings.

At Wills Lifestyle, customers can browse at leisure, and shop in a relaxed and
pleasing atmosphere. The use of space is refreshing, which is reflected even in the
spacious changing rooms. Every store offers an international retailing ambience with
the extensive use of glass, steel and granite, reflecting the most contemporary trends in
store design, thereby creating a splendid backdrop for the premium offerings.

Wills Lifestyle was named Superbrand 2009 by the Superbrands Council of

India recently. Wills Lifestyle has been twice declared 'The Most Admired

Exclusive Brand Retail Chain of the Year' at the Images Fashion Awards in 2001 &
2003 as well as 'Most Admired Fashion Brand of the year - Fashion Forward' in
2009.

Personal Care

In line with ITC's aspiration to be India's premier FMCG company, recognised for its
world-class quality and enduring consumer trust, ITC forayed into the Personal Care
business in July 2005. In the short period since its entry, ITC has already launched an
array of brands, each of which offers a unique and superior value proposition to
Discerning consumers. Anchored on extensive consumer research and product
development, ITC's personal care portfolio brings world-class products with clearly
differentiated benefits to quality-seeking consumers.
ITC's Personal Care portfolio under the 'Essenza Di Wills', 'Fiama Di Wills', 'Vivel Di
Wills' 'Vivel UltraPro', 'Vivel' and 'Superia' brands has received encouraging
consumer response and is being progressively extended nationally.
ITC's state-of-the-art manufacturing facility meets stringent requirements of hygiene
and benchmarked manufacturing practices. Contemporary technology and the latest
manufacturing processes have combined to produce distinctly superior products which
rank high on quality and consumer appeal.
Extensive insights gained by ITC through its numerous consumer engagements have
provided the platform for its R&D and Product Development teams to develop
superior, differentiated products that meet the consumer's stated and innate needs. The
product formulations use internationally recognised safe ingredients, subjected to the
highest standards of safety and performance.

Education & Stationary products

ITC made its entry into the stationery business in the year 2002 with its premium
range of notebooks, followed in the year 2003 with the more popular range to
augment its offering.
Today, ITC continues to blend its core capabilities to market a growing range of
education and stationery products. These capabilities include,
a. Manufacturer of India‟s first Ozone treated environment friendly Elemental

b. Knowledge of image processing, printing & conversion garnered from its

Packaging& Printin Business.
c. Brand Building & Trade Marketing & Distribution strengths resident in its
FMCG Business.
ITC‟s stationery Brands are marketed as “Classmate” and “Paperkraft”, with
Classmate addressing the needs of students and Paperkraft targeted towards college
students and executives.
Classmate - India’s truly largest National brand, reaching 65,000 outlets across the
country, has over 300 variants in its range which comprises notebooks, long books,
practical books, drawing books, scrap books, reminder pads etc.
The Classmate Fun N Learn range of children books targeting pre school learners,
comprising categories like Pre School Learner, Active Minds and Read Aloud Tales
with features like Wipe n Use again, Trace & Color and Puzzles ensure that a child's
first lessons are truly enjoyable.
Classmate Invento Geometry Boxes, launched for school students comprise a world-
class precision compass and high quality plastic instruments coupled with interesting
trivia and useful information, to make geometry more fascinating for students.
Aesthetically designed, Classmate pens offer the consumer a smoother and more
comfortable writing experience through use of ergonomic design, reducing the effort
required for writing. The initial launch comprises ball pens - Classmate Safari and
Classmate Ilet - and gel pens - Classmate Glider and Classmate Octane.
A new entry to the Classmate portfolio is its range of HB Jet Black pencils. Designed
attractively for school kids, the pencils offer a unique advantage of lesser lead wear
out and thus, “Stay Sharper for Longer”.
The Classmate Notebook range builds in regional preferences and caters to the
requirements of All India & State Education Boards. Every Classmate notebook
carries ITC's Corporate Social Responsibility message on its back. For every four
Classmate Notebooks, ITC contributes Re. 1 to its rural development initiative that
supports, among other projects, primary education in villages.
Classmate has successfully run the “Classmate Young Author & Artist Contest” for 5
years. The contest is a national level event going across 34 cities and getting
participation from 5000 schools.
The Paperkraft range consists of premium stationery with a wide variety for
executives to choose from. The assortment consists of notepads & multi subject
notebooks in hard, soft covers & multiple binding formats including spirals, wiros etc.
The Paperkraft brand recently launched premium business paper – an environment
friendly multipurpose paper for office and home use. The paper has been crafted by
ITC‟s Bhadrachalam unit using a pioneering technology, called “Ozone Treated
Elemental Chlorine Free technology”. Paperkraft business paper is the whitest and
 brightest 75 & 70 GSM papers manufactured in India and provides consumers an
opportunity to “Go Green”.

Safety Matches
As part of its strategic initiative to create multiple drivers of growth in the FMCG
sector, ITC commenced marketing safety matches sourced from the small-scale sector.
The Matches business leverages the core strengths of ITC in marketing and
distribution, brand building, supply chain management and paperboard & packaging
to offer Indian consumers high quality safety matches.
ITC‟s range of Safety matches include popular brands like i Kno, Mangaldeep, Aim,
Aim Mega and Aim Metro. With differentiated product features and innovative value
additions, these brands effectively address the needs of different consumer segments.
The Aim brand is the largest selling brand of Safety Matches in India. ITC also
exports regular and premium safety matches brands to markets such as Middle East,
Africa and the USA. The successful acquisition of Wimco Ltd. by Russell Credit Ltd.,
a wholly owned subsidiary of ITC has consolidated the market standing of the
Company's Matches business through synergy benefits derived through combined
portfolio of offerings, improved servicing of proximal markets and freight
optimization. Through its participation, ITC aims to enhance the competitiveness of
the small and medium scale sectors through its complementary R&D based product
development and marketing strengths, especially the breadth and depth of the
Company's trade marketing and distribution.

Agarbattis

As part of ITC's business strategy of creating multiple drivers of growth in the FMCG sector,
the Company commenced marketing Agarbattis (incense sticks) sourced from small-scale
and cottage units in 2003. This business leverages the core strengths of ITC in nation-wide
distribution and marketing, brand building, supply chain management, manufacture of high
quality paperboards and the creation of innovative packaging solutions to offer Indian
consumers high quality Agarbattis. With its participation in the business, ITC aims to
enhance the competitiveness of the small and medium scale sectors through its
complementary R&D based product development and strengths in trade marketing and
distribution.
Mangaldeep Agarbattis are available in a wide range of fragrances like Rose, Jasmine,
Bouquet, Sandalwood, Madhur, Durbar, Tarangini, Anushri, Ananth and Mogra.
Mangaldeep Yantra is a special offering from ITC and this specially created
fragrance evokes the ambience of a temple. The premium range from ITC,
Mangaldeep Spriha has two offerings, Pratiti and Sarvatra and are specially hand
rolled by Cottage Industries, Sri Aurobindo Ashram, Puducherry. Cottage Industries,
Puducherry, has recently been accredited with IFAT certification, which is an
internationally recognized benchmark for fair trade practices.
Mangaldeep is also available in 3-in-1 and 5-in-1 packs giving the consumer a choice
of multiple fragrances in a single pack. Mangaldeep appeals to a cross-section of
consumers with offerings at various price points. These agarbattis are available in
innovative 'Fragrance-Locked' packaging. 'Fragrance locking' is a unique concept of
packaging which retains the fragrance for a longer period and helps in "Completing
the Purity of Prayer". Mangaldeep is fast emerging as the only national brand in an
industry dominated by multiple local brands.
In line with ITC's Triple Bottom Line philosophy of every business contributing to the
nation's economic, environmental and social capital, Mangaldeep agarbattis are
manufactured by small scale and cottage units, providing livelihood opportunities for
more than 5000 people. Seven out of 10 Mangaldeep Agarbatti manufacturing units
are ISO 9000 certified. Mangaldeep ASHA (Assistance in Social Habilitation through
Agarbattis) is an ITC initiative to improve the quality of raw agarbatti production and
provide better value realization for women rollers. Under the project, ITC has
extended support to NGOs in states and like Bihar, Tripura, Tamil Nadu, who are
setting up agarbatti units, training village women in rolling agarbattis and employing
them in these units.

Expressions Aromatic Candles

o Leveraging its deep consumer insight, ITC's Agarbatti business recently
launched "Expressions" Premium Range of Aromatic Candles in India
through Wills Lifestyle Stores. Research on usage and attitude reveals a strong
linkage of candles to attributes like Romance, Decoration and Wellness
(Aromatherapy).
 o The Expressions range of Aromatic candles comprises Amour - the Romance
Series, Adora - the Decor Series and Nirvana - the Spa Series. The basis of
segmentation is colour and fragrance - Red for romance, Purple for décor and
Green for wellness. The fragrance of the candles have been specially selected
are made from the finest perfumes and oils. Each candle's fragrance, shape and
design are carefully chosen with a distinct sensation and ambience in mind.
Ideal for gifting, Expressions Aromatic Candles promise to soothe, uplift and
transform.

Hotels

ITC entered the hotels business in 1975 with the acquisition of a hotel in Chennai,
which was then rechristened ITC Chola. Since then the ITC- Welcomgroup brand has
becomes synonymous with Indian hospitality. With over 100 hotels in more than 80
destinations, ITC-Welcomgroup has set new standards of excellence in the hotel
industry in Accommodation, Cuisine, Environment and Guest Safety. ITC's Hotels
business is one of India's finest and fastest growing hospitality chains. ITC Hotels'
commitment to delivering globally benchmarked services, embedded in a culture
deeply rooted in India's rich tradition of hospitality, gives it a unique and distinct
identity.

A leader in the premium hospitality segment, ITC Hotels have had the privilege of
hosting world leaders, Heads of State and discerning guests from across the world and
within.
ITC-Welcomgroup pioneered the holistic concept of 'branded accommodation' in the
hospitality industry. It was the first to launch the idea of a 'Hotel within a Hotel' by
segmenting, customizing and branding hotel services like 'ITC One', 'Towers' and the
'Executive Club'. Each of these caters to specialized needs of the global business
traveller with unmatched quality and a range of custom-made services.
Paperboard and Specialty papers

ITC‟s Paperboards and Specialty Papers Division is India‟s largest and most
technologically advanced paper and paperboards business. ITC caters to a wide
spectrum of packaging, graphic, communication, writing, printing and specialty paper
requirements through its four world-class mills in India. Having pioneered many
speciality applications like cigarette tissues, packaging boards, aseptic cartons and
gypsum liners, ITC‟s Paperboards and Specialty papers business enjoys market
leadership in the value-added paperboards segment, and also has a significant share of
the Indian paperboards market. It is also the largest Indian exporter of coated boards.

Packaging
ITC's Packaging & Printing Business is the country's largest convertor of
paperboard into packaging. It converts over 50,000 tonnes of paper and paperboard
per annum into a variety of value-added packaging solutions for the food & beverage,
personal products, cigarette, liquor, cellular phone and IT packaging industries. It has
also entered the Flexibles and Corrugated Cartons business.
The Division, which was set up in 1925 as a strategic backward integration for ITC's
Cigarettes business, is today India's most sophisticated packaging house. State-of-the-
art technology, world-class quality and a highly skilled and dedicated team have
combined to position ITC as the first-choice supplier of high value added
packaging.
The Division supplies value-added packaging to the Company's Cigarettes business.
Its client list includes several well-known national and international companies like
British American Tobacco, Philip Morris International, Surya Nepal Private
Limited, VST Industries, UB Group, Nokia, Flextronics, Foxconn, FMC India Pvt
Ltd., Pernod Ricard, Allied Domecq, Whyte & Mackay, Hindustan Lever, Tata
Tetley, Nestle and Reckitt Benkiser India Limited, etc.
With all the three factories at Tiruvottiyur near Chennai, Munger in Bihar and
Haridwar in Uttarakhand certified to ISO 9001, ISO 14001 and OHSAS 18001, the
Company offers a comprehensive product range in packaging:
Flip-top boxes Display outers Shells and Slides Soft cup and strap Labels Bundle
Wraps Flap boxes Inner Frames Coupon Inserts Folding Cartons
 Fluted Cartons Shoulder Boxes Pre-printed cork tipping Flexibles
Packaging
ITC occupies a leadership position in cigarette and liquor packaging in India. It
supplies packaging to cover 70 billion cigarettes a year domestically, and supplies
packaging for 15 billion cigarette sticks a year for the export market. It is the largest
supplier of liquor mono cartons in the country.
ITC has enhanced the value of some of the most favoured brands with superior look-
and-feel packaging, using the best raw materials and process combinations, and an in-
house pre-press Design Centre.
A Product Introduction Process team pioneers packaging innovations. The team uses a
unique process to pilot the client's packaging through its manufacturing system.
Specifications are evolved based on clients' needs. Corresponding to the
specifications, a variety of packaging solutions is then generated. The efficacy of the
packaging is tested simulating the client's factory conditions.

2.2.4 VISION OF THE COMPANY

Sustain ITC's position as one of India's most valuable corporations through world class
performance, creating growing value for the Indian economy and the Company‟s stakeholders.

2.2.5 MISSION OF THE COMPANY

To enhance the wealth generating capability of the enterprise in a globalising environment,

delivering superior and sustainable stakeholder value.

2.2.6 ITC’s CORE VALUES

ITC's Core Values are aimed at developing a customer-focused, high-performance organisation

which creates value for all its stakeholders:

Trusteeship

As professional managers, we are conscious that ITC has been given to us in "trust" by all
their stakeholders. ITC actualise stakeholder value and interest on a long-term sustainable
basis.

Customer Focus

ITC is always customer focused and will deliver what the customer needs in terms of value,
quality and satisfaction.
 Respect for People

ITC is result oriented, setting high performance standards as individuals and teams. ITC
simultaneously respect and value people and uphold humanness and human dignity. ITC
acknowledge every individual brings different perspectives and capabilities to the team and
that a strong team is founded on a variety of perspectives. ITC want individuals to dream,
value differences, create and experiment in pursuit of opportunities and achieve leadership
through teamwork.

Excellence

ITC do what is right, do it well and win. ITC will strive for excellence in whatever they do.

Innovation

ITC will constantly pursue newer and better processes, products, services and management
practices.

Nation Orientation

ITC is aware of their responsibility to generate economic value for the Nation. In pursuit of
their goals, ITC will make no compromise in complying with applicable laws and regulations
at all levels.

ITC’s Philosophy

ITC believes in practicing ethical behaviour among the corporate citizen. The company
follows an HR policy that is regulated by Teamwork, Trust, Collaboration, Mutuality,
Meritocracy, Objectivity, Collaboration, Self-respect and Human-dignity. It is also deeply
committed to make the company a gender friendly place for each individual while also
ensuring enhancement of equal opportunities for men and women, preventing sexual
harassment of any form and the adherence to good employment practices. It is ensured that
the interest of the company is foremost and in this context acceptance of any kind of gifts
or payments from suppliers or customers is viewed as a serious breach of company
discipline. And such acts are also considered as damaging to the reputation of the company.
High standards of house keeping and hygiene are followed to ensure excellent physical
working conditions. It is understood that all the directors, senior management and
employees shall conduct themselves in an honest manner and avoid any conflict of interest.
The top officials and employees of ITC believe that ITC provides them freedom at work and
resources to experiment. Employees take pride in working for ITC for its work culture,
environment, and the way people are treated. They are consulted before a new
project\system is introduced and their concerns and suggestions addressed. ITC also gives a
lot of input to develop their skill and career. They give utmost importance to equal
opportunities, better work environment.

2.2.7 CERTIFICATION OF ITC

ITC constantly endeavors to benchmark its products, services and processes to global
standards. The Company's pursuit of excellence has earned it national and international
honors. ITC is one of the eight Indian companies to figure in Forbes A-List for 2004,
featuring 400 of "the world's best big companies". Forbes has also named ITC among
Asia's'Fab 50' and the World's Most Reputable Companies
ITC is the first Indian company and the second in the world to win the prestigious
Development Gateway Award. It won the $100,000 Award for the year 2005 for its
trailblazing ITC e-Choupal initiative which has achieved the scale of a movement in rural
India. The Development Gateway Award recognizes ITC's e-Choupal as the most exemplary
contribution in the field of Information and Communication Technologies (ICT) for
development during the last 10 years. ITC e-Choupal won the Award for the importance of
its contribution to development priorities like poverty reduction, its scale and replicability,
sustainability and transparency.

ITC has won the inaugural 'World Business Award', the worldwide business award
recognizing companies who have made significant efforts to create sustainable livelihood
opportunities and enduring wealth in developing countries. The award has been instituted
jointly by the United Nations Development Programme (UNDP), International Chamber of
Commerce (ICC) and the HRH Prince of Wales International Business Leaders Forum
(IBLF).

ITC is the first Corporate to receive the Annual FICCI Outstanding Vision Corporate Triple
Impact Award in 2007 for its invaluable contribution to the triple bottom line benchmarks of
building economic, social and natural capital for the nation.
 ITC has won the Golden Peacock Awards for 'Corporate Social Responsibility (Asia)' in
2007, the Award for „CSR in Emerging Economies 2005‟ and „Excellence in Corporate
Governance' in the same year. These Awards have been instituted by the Institute of
Directors, New Delhi, in association with the World Council for Corporate Governance and
Centre for Corporate Governance

ITC's cigarette factory in Kolkata is the first such unit in India to get ISO 9000 quality
certification and the first among cigarette factories in the world to be awarded the ISO 14001
certification

ITC Maurya in New Delhi is the first hotel in India to get the coveted ISO 14001
Environment Management Systems certification.

ITC Filtrona is the first cigarette filter company in the world to obtain ISO 14001

ITC Infotech finds pride of place among a select group of SEI CMM Level 5 companies in
the world.

ITC's Green Leaf Threshing plant in Chirala is the first in India and among the first 10 units
in the world to bag the Social Accountability (SA 8000) certification

ITC Chairman Y C Deveshwar has received several honors over the years. Notable among
them are:

Year Award

2007 SAM/SPG Sustainability Leadership Award conferred at the International

Sustainability Leadership Symposium, Zurich.

2006 Business Person of the Year from UK Trade & Investment, the UK
Government organisation that supports overseas businesses in that
country.

2006 Inducted into the `Hall of Pride' by the 93rd Indian Science Congress

2005 Honoured with the Teacher's Lifetime Achievement Award

 Visionary of the Year from Images, India's only fashion and retail
trade magazine
1998 Honorary Fellowship from the All India Management Association

1996 Distinguished Alumni Award from IIT, Delhi

1994 Marketing Man of the Year from A&M, the leading marketing
magazine

1986 Meridien Hotelier of the Year

ITC has won the 'Enterprise Business Transformation Award' for Asia Pacific (Apac),
instituted by Infosys Technologies and Wharton School of the University of Pennsylvania for
its celebrated e-Choupal initiative.

ITC is the only Indian FMCG Company to have featured in the Forbes 2000 list. The
Forbes 2000 is a comprehensive ranking of the world's biggest companies, measured by a
composite of sales, profits, assets and market value. The list spans 51 countries and 27
industries.

ITC continues its dominance of The Economic Times' Brand Equity listing of India's 100
Biggest FMCG Brands, with three brands from its stable making it to the top five. Gold Flake
remains India's biggest FMCG brand in terms of sales. Navy Cut ranks at No. 4. ITC's
Scissors brand ranks at No 5 and is the only new entrant into the top 10.

Restaurant magazine has chosen Bukhara at the ITC Maurya, New Delhi as the best Indian
restaurant in the world and the best restaurant in Asia. Bukhara has also been adjudged one of
the top 50 restaurants in the world by the London based magazine 'The Good Food Guide'.
Bukhara is the only South Asian restaurant to figure in the list.

ITC's Lifestyle Retailing Business Division (LRBD) has won the "Best Supply Chain
Practices Award" for time-effective and cost-efficient Logistics Management in Organized
Retail. The awards were organized by Retailers Association of India (RAI) in association
with ITW Signode - the International leaders in packaging solutions.
  
CHAPTER 3 REVIEW OF LITERATURE 

INTRODUCTION

Generally, a researcher conducts and surveys the related literature in order to review the present
status of a particular research topic. From the survey of the literature, a researcher able to know
the quantum of work already done on his research topic so far not touched, or yet to be
undertaken. The overview of literature at the national or an international level is to be researched
with the health of research reports, articles, books and other materials. The major benefits of
literature
review of firstly helps the researcher in avoiding duplication of efforts on the same research
topic. Secondly, helps the researcher in adopting methodologies used successfully by other
researchers, writers and policy makers. Thirdly, suggests new approaches in planning,
organizing the investigation of research topic. Fourthly, helps to narrow down the research
problem more clearly. This study contributes to literature by focusing on the measurement of
Customer behavior towards ITC classmate books. The aim of literature reviews is to justify,
rationale of an ensuring research study, provides an overview of historical perspectives and to
bring to the light to research trends and problems.

1) Haresh, M. Suresh, Raj Kumar Ranganathan (March 2018) in their research paper titled
“Factors influencing the success of new product launch: a case of SME stationery industry
in India” the aim was to analyze the new products are created and produced to satisfy the
changing needs of the customer is always developed and launched in the market. It is
estimated that only 60% of these new products and launches are successful. Decision-makers
in organizations generally face a lot of pressure to deliver better products in the market and
this makes it important that we have a good understanding of the market and create a
launching strategy to suit the needs of the market. Despite the risks involved, proper
preparation and implementation of product launches are crucial for the growth of the product
and the company, if practices followed during new product launches are improved then the
chances of the product to be successful during the launch also increase. This is the primary
reason on why we have to understand the factors that affect new product launches. 

2) Man-Chun Chao (2019) in his article titled “Entrepreneurship Case Study in Niche
Market—Take Stationery Industry as An Example” the objective was to analyze the There
are more and more people involving in entrepreneurship nowadays, which was a crazy
thought just a decade before. Entrepreneurship is a trend in this economy. Not only young
people struggling to do something different, but some of the middle-age people also trying to
be an entrepreneur, building up their business. Hand-writing got a peak in 2016 and 2017 in
Taiwan, not only young people but lots of adults started to buy fountain pens or even inks and
practiced for their hand-writing. In the meantime, people liked to show their hand-writing
letters to their friends. This trend uncovered the notice of fountain pens, inks, and papers that
are suitable for fountain pen writing. After finishing the entrepreneur cases in the stationery
industry, this article mentions some of the relationships between the traits of entrepreneurs
and their entrepreneurial process. They are a niche market entrepreneur and running small
size business. As a result, their traits influenced their decision and strategy a lot. And each of
the businesses was led by those traits of the founders

3) Maduwanthi, W.H.; Kulathilaka, C.J.P., (2018) in their study titled “The Influence of

Visual Merchandising on Consumer Buying Behavior (With Special Reference to Stationery
Sector in Colombo District)” describes Visual Merchandising plays a vital role in retailing.
Therefore, every marketer must pay attention to this aspect, and retailers today are using the
merchandising tool to differentiate themselves from other competitors and to be prominent in
the market. The objective of this study was to identify the influence of Visual Merchandising
on Consumer Buying Behaviour in Stationery Sector. This study was based on both primary
and secondary data. Primary data was collected through the structured questionnaire which
was designed to obtain consumers’ attitudes regarding major variables of Visual
Merchandising on their buying behavior. Visual Merchandising was grouped into five
variables namely Lighting, Design layout, Product Display, Cleanliness, and Music. The
study was considered a sample of 5 stationery outlets from under the SPC, STC, and private
sector within the Colombo district. 

4) Pindy Muliady, Prio Utomo, Friska Natalia ( 2020)in this book titled “Development of
Cloud-Based Demand Forecasting System: A Case Study in Stationery Industry” aims to
analyze inventory problems faced by the stationary industry. Having too much-unsold
inventory leads to increasing warehousing costs while not having enough inventory will
cause lost sales. We propose a digital transformation project, using Amazon Forecasting to
make a better demand prediction so the company can solve these problems. The framework
used in this paper is Digital Maturity Model from TM Forum. Amazon Forecasting will
produce a forecast scenario based on the data provided. Finally, we proposed a digital
roadmap to help the company execute this project. Based on the research, it can be concluded
that cloud-based demand forecasting is feasible to solve inventory problems as the
technicality requirement and cost needed is affordable by small-medium enterprises. By using
AWS, the company can have better predictions without having expertise in forecasting
techniques. The outcomes of this research can be used by other companies to plan digital
transformation in forecasting

5) Jui-Che TU, Ye XU, Yu-Shuan Chang (2018) in their article titled “Analyzing Affective
Factors of Writing Stationery under Office Workers' Lifestyles” aim is to analyze The design
of multi-functional stationery has reached its peak and consumers' demand for stationery
enhances from a functional orientation to the affective demand level. As people with different
lifestyles from different consumption habits, what measures should take to make consumers
more satisfied when using products. Thus, lifestyle research becomes an important link
between people and products. In order to realize office worker's affective demand and
opinions regarding writing stationery, this research used the AIO scale and analysis method
of semantic difference to understand the emotional demand and the preference factors of
office workers with different life backgrounds for writing stationery, then the in-depth
interview was applied with designers of the stationery industry to explore stationery design
trends. Finally, effective design elements were established for the future development of
writing stationery through cross-contrast between experts’ advice and users' preferences. 

6) Rimithashree T, Dr. S. Vijayalakshmi (2021) in their article titled “A Study on Liquidity

Position of stationery products Industries” the aim was to describe the Financial
performance analysis is a process of identifying the financial strength and weakness of the
firm by properly establishing the relationship between the items of balance sheet and profit
and loss account. This study aims to identify the financial strength and weakness of Kokuyo
Camlin Ltd.; thus, it covers a period of five years from 2015-2016 to 2019-2020. However, a
Solvency ratio is a performance metric that helps to examine a company’s financial health.
On the other hand, a low ratio exposes potential financial hurdles in the future. The study is
extended to the analysis of the financial performance of Kokuyo Camlin Ltd., The purpose of
analyzing financial statements is to examine the past and present financial performance and
forecasting plans for the future.

7)Kristian Pentus,Kerli Ploom ,Tanel mehine,Madli koiv,Age Tempel, Andres Kuusik (2020)
in their research paper titled “Mobile and stationary eye tracking comparison – package
design and in-store results” the aim was to test the similarity of the results of on-screen
eye-tracking compared to mobile eye tracking in the context of first fixation location on
 stimuli. When interpreting the results, researchers should take into account that stationary
eye-tracking results are affected by a center fixation bias. Previous stationary eye-tracking
research should be interpreted with the center fixation bias in mind. Some of this previous
work should be retested using mobile eye-tracking. If possible small-scale pilot studies
should be included in papers to show that the more appropriate method, less affected by
attention biases, was chosen.

8)Piotr Gaczek,Kishokanth Jeganathan,Piotr Kulawik ( august 2020)

in their academic paper titled

The impact of emotions on shopping behavior during epidemic. What a business can do to protect
customers the aim was to investigated how the perception of in-shop COVID-19 contraction
influences emotions in decision-making and how they further effect actions undertaken by
consumers to control the situation within a store. Structural equation modeling was used to study
the relationship between the risk of in-store infection, emotions and in-shop behavior, based on data
retrieved from 914 questionnaires. Results showed, that the perceived risk of becoming infected in a
store causes an increase in arousal and, at the same time, a decrease in perceived pleasure during
shopping. The rise in arousal led to an increase in consumers taking actions to decrease their risk of
contagion, while an increase in noticeable pleasure lowered interest of following recommendations
for pandemic behavior. The findings imply that through changes regarding in-store atmosphere,
stationary shops can provide consumers with a sense of urgency and awareness of infection risk so
that they may do their shopping more efficiently.

9) Christina Janssen (2018) research paper

Consumer Acceptance of Mobile Augmented Reality Shopping Applications in Stationary Retail Trade
Purpose: The purpose of this study is to investigate the consumer acceptance of a Mobile Augmented Reality
(MAR) shopping application in stationary retail trade by means of the Technology Acceptance Model (TAM), as
well as potential external factors. Further it strives to oppose three different functions of the application,
namely the navigation, price and information function. The study is underlined by theory based on secondary
data. This implies information about the current situation of the stationary retail sector, the concept of AR and
the TAM, potential external factors as well as the three functions of the MAR application.

10) Marcin Lipowski , Marek Angowski (2016) research paper

Gender and Consumer Behaviour in Distribution Channels of Services
Purpose – The aim of the publication is to present the significance of gender in the creation of
consumer behaviour on the market of services, with special consideration of decision-making
process.Design/Methodology/Approach – The empirical part was developed on the basis of survey
research titled “Distribution modelling in network economy”. The research was quantitative,
implemented through the computer-assisted personal interviewing (CAPI) technique on a group of
1,103 respondents. Quota and random sampling was applied. The research study was conducted in
2015.Findings – In the empirical part, differences in behaviour between women and men as
consumers on the market of services were identified. The study identified distribution channels of
services chosen at consecutive stages of a purchase process; respondents’ priorities in choosing
those channels; and differences between women and men (of various age groups and income
groups) in this respect. Practical implications – Changes undergoing on the market of services,
globalisation, ICT development, and in particular the development of network economy evoked a
necessity of searching for new strategies of sales services. Contemporary marketing strategies should
take into account social and demographic changes and the influence of those changes on consumer
purchase behaviour. Therefore, the knowledge about differences in the behaviour between women
and men and their market choices should be reflected in marketing strategies of enterprises.Original
value – The research concerns multichanneling on the market of services with respect to differences
in female and male market behaviour.

11) Sadaf Siddiqui (2015) research paper

CONSUMER BEHAVIOUR IN CONTEXT WITH RETAIL MARKETING (VISHAL MEGA MART)
This paper is about consumer behavior in context with Vishal Mega Mart. In recent year, a number of
companies have expressed their interest towards retail sector outlets. As a result, numbers of
shopping malls have started their operations in metro and urban areas. Pantaloon, big bazaar, Vishal
Mega Mart, Reliance Fresh is the best known examples of retail sector outlets in India. Retailing is
the interface between the producer and the individual consumer buying for personal consumption.
This excludes direct interface between the manufacturer and institutional buyers such as the
government and other bulk customers. A retailer is one who stocks the producer’s goods and is
involved in the act of selling it to the individual consumer, at a margin of profit. As such, retailing is
the last link that connects the individual consumer with the manufacturing and distribution chain.
Some of the key features of retailing include: Selling directly to customers without having any
intermediaries; Selling in smaller units /quantities, breaking the bulk; Present in neighborhood or in
the location which is quite convenient to the customers; Very high in numbers; Recognized by their
service levels; Fitting any size and or location This paper is the study of various aspects of behavior of
consumer towards Vishal Mega Mart and also focus on the existing marketing strategy and system of
Vishal Mega Mart. A questionnaire has been drafted, to try and understand the perceptions of Vishal
Mega Mart consumers and to find out their expectations from the store, infrastructure and products
available there. The study also stresses on the competitors strategy and suggest Vishal Mega mart for
better products and services.

12)Dr Marcin Lewicki,Dr hab. Mariola Grzybowska-Brzezińska(2015)

CONSUMER BEHAVIOUR IN E-COMMERCE research paper
Introduction E-commerce is one of the fastest growing form of retail. This situation is not changing
since the beginning of XXI century making consumer behaviour in Internet the main subject of
academic research. One of the most basic concepts in consumer behaviour is the process of buying
goods. In this article, the main aim is to discuss the influence of Internet on the typical five stages of
buying process. That includes defining the basic factors that could determine the whole process
(both, internal and external ones) and determining their influence on each phase.

13)Muhammad Abdullah Idrees,Muhammad Arsalan Khan,Ayesha Khan(2020) Research paper

Factors Affecting Consumer Buying Behavior For Electronic Notebook
The purpose of this thesis is to analyze the factors affecting consumer buying behavior for electronic
notebook in Pakistan. The vast formulation that has taken place in IT sector followed by many rivals
and acquisitions in the market place, lead both practitioners and students to concentrate on the
consumer buying behavior and decision making in notebook industry. NDP Group report published in
2003 national computer has, that US was making more money by selling laptops then selling desktop
computers. This was the first time US outdated desktop personal computers to the revolutionary
notebooks. This research will explain the factors influencing the buying behavior of electronic
notebooks. What makes this study different from other is that it discusses the many factors affecting
while a consumer is making a notebook purchase. It is found that core technical specifications, band
image, price and connectivity, fashion and trends, physical appearance, value function and
technology, and remote are the few factors that affect consumers' notebook purchases.
14)Julia Sophia Bayer (2020) research paper
The impact of music and scent marketing on consumer behaviour at the point of sale in stationary
retail
the main goal of this paper is to contribute to the knowledge of the importance of musical and
olfactory stimuli and analyse their effect on the consumer behaviour. The analysed area of applying
musical stimuli and scent marketing is hereby limited to stationary retail trade only.
The purpose of this thesis is therefore addressing two issues.
Firstly, it investigates to what extent the use of background music affects the customer and how
ambient music can be used in the right way to influence consumers.
Secondly, the impact of ambient scents on consumers at the point of sale in stationary retail is
examined. In this context it is also portrayed how the usage of these two sensory channels is related
to the emotionality of decision making processes and how these subject areas can be classified inside
the field of multisensory marketing. Furthermore, the goal is to work out whether customers are
manipulated by multisensory marketing and if applying sensual stimuli can lead to health risks.

15)Márcio de Oliveira Mota

, Danielle Miranda de Oliveira Arruda Gomes (2011)
An analysis of consumer behaviour when adopting technological innovation:
a Brazilian perspective of e-books
Abstract
This study aims to examine college students’ perceptions of a technological innovation adoption, called electronic
book. The study comprised a descriptive survey. The field survey was conducted with 330 consumers who
reported having used an electronic book. The data collected were subjected to statistical tests using the structural
equation modelling technique in order to test the proposed model. The originality of the model should be noted,
since, in this study, a list evaluation of the determining factors, which lead to the adoption of technology from the
college students’ perspective, was made. The results show that the main factors leading to the adoption of
electronic books have a relative advantage and use facility, suggesting that its adoption is facilitated by the several
distribution means available today and increasing productivity following its adoption. Finally, we suggest new
studies and indicate whom the results of this study would interest.

16) MURALIDHARAN, PUSHKALA; MADHAVI, C.; RAMANAN, SITALAKSHMI( march 2013)

IMPACT OF CSR INITIATIVES ON CONSUMER BEHAVIOR.

Corporate social responsibility (CSR) is a form of corporate self-regulation integrated into a business model. The primary
objective of CSR activities is to create a positive impact on the environment, community, employees, customers, suppliers
and other members who impact and are impacted by business. The present study focusses specifically on consumer
attitudes towards CSR. This study has been conducted on a sample group of 100 consumers, male and female, who belong
to different age groups and who are at different stages in their life cycle. It tries to throw light on consumer awareness of this
concept, their expectations from businesses, the role CSR plays in their buying decision, the negative activities that
consumers consider unacceptable and may resort to boycotting products, the need for communication CSR initiatives by
companies to their current and prospective consumers and even consumer skepticism towards CSR oriented companies. In
this age of superior technology where information travels like the speed of light, it is important for companies to adopt the
right business practice that increases their reputation and credibility in the eyes of the most important stakeholder - the
customer. CSR practices become a point of differentiation for company and enable it to position itself right in its target
market segment.
17)A. V. Ramana Acharyulu, Vaishali Agarwal, Manoj Prabhakar (2021) paper

The Clarion: A Social Enterprise Disrupting School Stationary Industry

for Sustainability

Clarion Education and Skills Private Limited Patna, is a start-up promoted to address the school
stationery demand–supply gap in the rural elementary education delivery system and cater to
the needs of the rural school children in the states of Bihar, Jharkhand and West Bengal. This
case documents the way Clarion pursued disrupting the school notebooks market, with a goal
of making a notebook affordable at one-sixth the existing cost of a notebook in the marketplace
in 2016. Clarion was promoted by The Better World Foundation (BWF), Patna, a social
enterprise working in the area of rural elementary education in Bihar. BWF was of the view that
the challenges of school stationery supply chain need to be addressed through a commercial
enterprise only, so as to drive changes in the sector, so that BWF could focus on its core
objective of creating and developing meaningful elementary educational institutions in the
remote rural villages in Bihar, India.

This case study details the strategy of Clarion in developing a business model to break the
shackles of high-priced branded notebooks by linking the advertising of social marketing
campaigns with insertions in the notebook covers, and thus converting the notebook into an
advertising medium, and meticulously campaigning for supply of affordable notebooks through
various governmental and non-governmental institutions. Clarion challenged the competitive
forces on one side and pursued building a cost leadership position for itself through cost-value
trade-off initiatives on the other.

18) Dr pavan mishra and payal sharma (2014)

green marketing Green Marketing: Challenges and Opportunities for Business

"Green marketing is a phenomenon which has developed particular importance in the modern
market. This concept has enabled for the re-marketing and packaging of existing products which
already adhere to such guidelines. Additionally, the development of green marketing has opened the
door of opportunity for companies to co-brand their products into separate line, lauding the green-
friendliness of some while ignoring that of others. Such marketing techniques as will be explained are
as a direct result of movement in the minds of the consumer market. As a result of this businesses
have increased their rate of targeting consumers who are concerned about the environment. These
same consumers through their concern are interested in integrating environmental issues into their
purchasing decisions through their incorporation into the process and content of the marketing
strategy for whatever product may be required. This paper discusses how businesses have increased
their rate of targeting green consumers, those who are concerned about the environment and allow
it to affect their purchasing decisions. The paper identifies the three particular segments of green
consumers and explores the challenges and opportunities businesses have with green marketing. The
paper also examines the present trends of green marketing in India and describes the reason why
companies are adopting it and future of green marketing and concludes that green marketing is
something that will continuously grow in both practice and demand.

19)Shani Hartley (2017)

Smiles and giggles across the world

Smiggle, a word that combines the words 'smile' and 'giggle', is a stationery retailer
popular with the 'tween' market (8-12 year olds). It was founded as a private company
in 2003 by Stephen Meurs and Peter Pausewang. After 20 or so stores had opened
across three states, the Just Group (owner of Just Jeans, Jay Jays, Dotti, Jacqui E,
Portmans and Peter Alexander), a public company listed on the ASX, added Smiggle
to their portfolio in 2007. Just a year later, Premier Investments, another ASX listed
company, took over Just Group. Smiggle has grown from a single Melbourne store in
2003 to being a global business today with stores in the UK, Malaysia, Singapore,
Hong Kong, New Zealand and Australia.

20) Malgorzata Kowalska, Shane Donatello and Oliver Wolf (2021)

EU Ecolabel Criteria for printed paper, stationery paper, and paper carrier bag products

This Technical Report presents the EU Ecolabel criteria for Printed paper, stationery paper, and paper carrier bag products,
as published in Commission Decision (EU) 2020/1803 of 27 November 2020 (EC, 2020b), and provides the supporting
rationale and background research for each criterion. The final criteria are the result of a broad consultation including
interaction at two Ad-Hoc Working Group meetings, discussions with specialised stakeholders within the technical subgroup
for recyclability aspects as well as dialogue with Commission colleagues and EU Ecolabel Board members. The main
criteria are split into the following: — Recyclability that targets product circularity. — Emissions to water and air. — Waste
management and quantity of paper for recycling from the manufacturing process. — Energy use addressed by means of an
energy management system. — Substrate sourcing (requiring the use of EU Ecolabel substrate). — Hazardous substances
(horizontal restrictions for SVHCs and substances with certain CLP classifications plus specific restrictions in defined
circumstances for biocidal products and biocidal active substances, cleaning agents, APEOs, halogenated solvents and
phthalates, printing inks, toners and varnishes, and toluene recovery from rotogravure printing).

21)Vijendra Dhyani (2017)

A Study on Buying Behaviour of Consumers for ITC Classmate Notebooks in Delhi NCR

In the backdrop of emerging significance of Branded stationery products, the current research paper is an
attempt to know the buying behaviour of the consumers for the stationery products-notebook.
Undoubtedly Notebook is a product, which is used by each and every person. There are various brands of
notebook in the market of different types Price, Colour, design, paper quality etc. So the notebook market
is full of competition where the consumer possesses vast variety of choice to select his brand which
depends on his buying behaviour. Although it is very difficult to describe consumer buying behaviour about
notebook, but once it is achieved, it becomes imperative for marketers for their promotional strategies.
The major objectives of the current research paper are to explore the popularity of Classmate against
other competing brands in the segment, to study the factors influencing buying behaviour of classmate
notebooks. The Paper also focuses on to study the relationship between brand name and quality of
product in stationary products and to know the competitors of Classmate and analyse their shares in the
market For this research paper, a sample in Delhi, NCR region has been chosen to explore all the factors
regarding preferences notebooks. The primary data has been analysed using statistical tools like Factor
Analysis and Scree Plot. The significance of the current paper lies in the fact that it is expected to: Help
the marketers to focus attention to different aspects of choosing stationery products. Provide insight in
buying behaviour of consumers to the marketers enabling them to focus on right promotional strategies

22) Chalinun Aurmanarom (2010)

An exploration of the impact of brand personality on consumer buying intentions t buying intentions
toward specialist stationer d specialist stationery products acr oducts across age groups

The market for stationery products is constantly evolving particularly in light of technological influences
and changes in the range of items available beyond single categ01y products. Customers now seek more
than pens and paper products; rather they are looking towards convenient specialist stationery one-stop-
shop options. This research aimed to provide insight into consumers' specialist stationery products
(SSPs) purchasing intentions across different age groups. A qualitative design via focus groups was used
to gather consumer information. This process allowed for expressions of personal feelings and emotions
relating to SSPs purchasing experiences to be captured. The findings revealed that brand personality is a
valuable asset in bonding consumers' relationships with SSPs. In conjunction with this emotional value,
brand personality relates to the product's functional benefits and provides both intrinsic and extrinsic
value in satisfying the consumers' specific needs - all of which are key factors in motivating consumers'
SSPs purchasing intentions. In this study preferred SSPs brand personality factors, such as Simplistic,
Exciting, and Likable, were determined in response to the values sought by consumer in each age group.
While strong brand personality values formed part of consumers' selfidentity, they also demonstrate
commitments to SSPs

23) Michael Del Gigante(2017)

Back-to-School Shopping Behavior: What Marketers Need to Know

the scale of this shopping season is massive. In fact, it’s second only to the winter
holidays in terms of total consumer spend.

The NRF analysis projects that back-to-school (BTS: kindergarten through grade
12) spend will reach $29.5 billion this year, up from $27.3 billion in 2016, and
back-to-college (BTC) spend will reach $54.1 billion, up from $48.5 billion last
year.

The average BTS household is expected to spend $688 this year and the average
BTC household is expected to spend $970.

Back-to-school shopping alone (i.e., not including college students/families)

involves 29 million households and 53 million children.

24)
 CHAPTER 4 RESEARCH METHODOLOGY

INTRODUCTION

Methodology is an essential part of research to find answers to the research objectives.

Therefore, it forms an important part of any study. This chapter focuses on  the  design  and
research method utilized in the study. This chapter also deals with  the  procedure 
followed  to collect, process and analyze the data.

1. TYPE   OF RESEARCH

In order to study the objectives, descriptive research design is  used,  where  focus  is  on
surveys and fact- finding enquiries through  structured  questionnaire.  The  study  makes 
use  of  a quantitative research approach as the quantitative research allows the researcher to
examine relationships among variables.

1. SAMPLING DESIGN

1. SAMPLING METHOD

Snowball sampling method is used in  the  study.  In  this  type,  researcher  requested  to
respondents to provide contact details of other Internet Banking Customers to Andheri to
Bandra Area known to them.

1. SAMPLE SIZE
 This refers to the number of items to be selected from the universe to  constitute  a  sample. 
A sample is a selected part of  a  larger  population  whose  properties  are  studied  to   gain
information about the whole population for the purpose of a survey. It should be optimum,
i.e. it should fulfill requirements of efficiency, representativeness, reliability and flexibility.

The sample size for the study  consisted  of  90  customers  using  internet  banking 
services  and who are residing in Andheri to Bandra area Mumbai Suburban.

1. DATA COLLECTION TOOLS / INSTRUMENTS

1. PRIMARY DATA : QUESTIONNAIRE METHOD

Data is collected to  answer  the  research  questions.  For  the  purpose  of the  present
study, data is collected from both primary as well as secondary sources. The researcher
developed a questionnaire as a measurement  tool  to  collect  data  from  the  primary 
source.  It  was developed  according  to  the  objectives  and  variables  of  this  study. 
The  researcher  intended that the questionnaire be simple and the questions be
straightforward and  to  the  point.  The questions were categorised as under:
Table - Description of Questionnaire

Question Description of Question

Number
Q. 1 to 5 Demographicdetails of beneficiaries like Age, Gender,
Educational Qualification, Occupation, Income Level etc.

Q. 6 to 9 Details of Bank types, How frequently use IB services,  How long have
you been using IB services, How many times use
IB Services in a month

Q. 10 & 11 Table of Satisfaction Level of beneficiaries from

services/facilities provided in IB Services, Various Problems faced by
beneficiaries in IB Services.

Questions with  multiple  choice responses  were  asked.  For  measuring  the   satisfaction 
level and problems faced by  beneficiaries,  Likert  Scale  is  used.  Likert Scale  facilitated 
the researcher to urge a respondent to truthfully convey the  degree  of  acceptability  or
unacceptability, with a variety of statements. A copy of the questionnaire is attached in the
Annexure. The advantage is that it is simple to administer easy to tabulate and analyse.

1. SECONDARY DATA

Secondary data means data that  are  already  available  they  refer  to   the  data  which 
have already been collected and analyzed by someone else. We have used for it  following 
method Internet and journals of company. The search was done on internet and related
magazines, company‟s   websites   to    extract   relevant   information.      The   other  
necessary   information regarding all Banks products and other bank  products  and 
 offerings  were  obtained  through printed source such as Hand outs, Pamphlets,
Advertisements and circulars etc.

1. TOOLS AND TECHNIQUES

As no study could be  successfully  completed  without  proper  tools  and  techniques, 
same  with my project. For the better presentation and  right  explanation  used  tools  of 
statistics  and computer very frequently. Basic tools which used for project from statistics
are-
● Bar Charts

● Pie charts

● Tables

Bar charts and pie charts are really  useful  tools  for  every  research  to  show  the  result 
in  a  well clear, ease and simple way.  Because  used  bar  charts  and  pie  charts  in 
project  for showing data in a systematic way,  so  It  need  not  necessary for  any 
observer  to  read  all the the oretical detail, simple on seeing the charts anybody could
know that what is being said.

1. DATA PROCESSING AND ANALYSIS

The present study is based on quantitative data, hence on collection of all the completed
questionnaire from the respondents, the data was tabulated Graphs are used to analysis and
interpretation of data.
 CHAPTER - 5
DATA ANALYSIS AND INTERPRETATION

An analysis is made on the responses received from 90 sample users of Internet banking.
The objective of the report is to find  out  the  customers  satisfaction  on  internet  banking 
service quality, to find out the  customers„  perception  towards  internet  banking,  &  to 
find  out  the needs of the current and future customers.
The following information on contains the data interpretation on of the questionnaire. The
respondents responses for the questions have been interpreted and a finding has been made
based on the respondent responses.
Analysis is made only from the information collected through questionnaire no other data or
information is taken in to consideration for purpose of the analysis.
 QUESTIONNAIRE

objective of the study is to   Analysis of Customer Behavior on ITC Classmate notebooks

service quality with special Reference to Bandra to Andheri Area.  I will be thankful to the
respondents, if you will spare 4-5 minutes from your valuable time to answer
this questionnaire, which will help, the finish my project towards   the partial fulfillment of
Mcom Degree.

1. Age :

20-30 □ 31-40  □ 41-50  □ 51-60  □ 60 & Above □

2.Gender :

Male  □ Female □
1. Educational Qualification :

Below SSC □ SSC □ HSC  □ UG  □ PG □

1. Occupation:
Student □ Service   □ Business □ Retired □
House-wife □

1. Income Level :

Rs. 5000 – Rs.15000 □ Rs. 15001- Rs 25000 □

Rs.  25001- Rs. 35000  □ Above Rs. 35000 □
1. Types of your Bank :

Private   □ Public   □ Co-operative □

1. How frequently do you use Internet Banking Services :

Always   □ Sometimes   □ Rarely □

1. How long have you been using Internet Banking Service :

□
Less than  1year  1-2 year □ 3-4 years □
5 & more years □

1. How many times on an average you use Internet Banking Services in a month :

Everyday □ Alternative  day  □  Once in  week  □ Fortnight (15 days) □ Once
in month □

1. How would you rate your satisfaction with the following aspects of the
Internet Banking Services you have received or accessed :

Extremely Satisfi Neutr Dissatisfi Extremely

Satisfied ed al ed Dissatisfied
Speed
Convenien
ce
Transactio
n
Efficienc
y
User
friendly
Security
Overall

1. Purpose of using Internet Banking Services :

Alwa Sometim Rare Nev

 ys es ly er
Bill Payment
Fund Transfer
Balance Check
Bank Statement
Application for Cheque
book,
DD, Debit Card etc.
Investment
Others

Thank You For Your Time !