Industry Analysis of the Stationary Sector in India: A Market Acceptance Study

Abstract

The writing instruments market in India is a very lucrative market for various brands worldwide simply because of its sheer size. This market is estimated at 1600 to 2400 mn pieces a year and Rs 22 bn in value. A number of Indian as well as International players are in the race to tap this market to the fullest. This paper is the result of a through field study done over a period of 11 months. Most of the data in this paper comes from primary sources that include consumer surveys, retail surveys, lab experiments and expert opinions. The research Methodology is detailed in subsequent chapters. This study primarily aims at mapping the Indian stationary market to achieve its objectives. Objectives that include gauging market from a macro perspective, analyzing the brand preferences, the consumer buying behavior, retailer BTL activities etc. The ultimate objective of the study is to study the user acceptance of various parameters by mapping this market. This Research Paper is aimed at presenting the findings of a thorough primary and secondary work done to explore the market acceptance for a new entrant. Also, this study throws light on the Consumer behavior and retail (POP) factor for writing instruments industry. Objectives of the project: Major objectives of the project are as follows. ● To study the overall writing instruments market (Market Overview, Market Size, Market Share) ● Gauge the saturation levels and user acceptance in this sector ● Competitor analysis ● To gauge promotion and distribution strategies ● To analyse the retail market inclusive of office supplies ● To study the consumer tastes & preference ● Analysis of key supply-side and demand trends ● Detailed segmentation of international and local products ● Historic volumes and values, company and brand market shares The findings of this research are aimed at providing a thorough insight into the stationary market in India which can be used by various manufacturers/brands rather than establishing a relationship amongst variables. The data and findings with respect to the consumer surveys, retailer surveys and expert opinions are tabulated in form of charts and graphs.