If a ladies hand bag is “Pandora’s Box” where
she stashes all her secrets, then a child’s school bag is no less. The variety
of items in a kid’s bag has increased manifold as they have become more brand
conscious now. They know their brands and flaunt them too.
An interesting study was made by Market Pulse
throwing light on the changes appeared in the school bag and what goes into
it. After dividing the students into four groups according to their classes,
Market Pulse surveyed a set of 120
school-going children in Delhi-NCR and quite literally took a peek into their
bags. And this study reveals some quite interesting facts.
Writing Instruments
Usage of ball pens increased with age. 81% of senior school
students had ball pens while 69% of middle school students had ball pens. Gel
pens were most popular with middle school students; 78% had the same as opposed
to 58% of the senior school students. Reynolds, Cello & Rotomac were the most liked brands in
Ball & Gel pens. Roller/ Fluid ink pens were found only with middle & senior school students. 25% senior school students had them. Trimax by Reynolds
& Uniball were the most popular ones. Only middle school students had fountain pens while 2% of the
kids had mechanical pencils.
Scholastic Range (includes notebooks, geometry boxes, etc.)
Camlin
and Classmate were the most popular geometry box brands. Usage
of registers increases with age; hence, 94% of the senior school students had them
while junior and middle school students largely had copies. On
an average, middle and senior school students had 4-6 registers and 6-8
copies in their bags. Junior school students had 2 registers and 7-8 copies
while playgroup children just had 2 copies. Local
and regional brands were prominent in the notebooks category. Among organized
players, Classmate, Schoolmate notebooks were found with students.
Art
Stationery
Wax
and Oil pastel crayons were prominently present in bags while plastic crayons
were negligible except in the middle school. Popular crayon brands included
Camlin, Colorama and Faber Castel. 44%
middle school students had water colours – much higher incidence than among
others. Paint brands included Camlin, Rangeela Tempara and Pidilite. A
higher % of middle school students had colour pencils and sketch pens in
their bags. Popular
colour pencil brands were Camlin, Natraj and Faber Castel. Sketch Pen brands included
Stic, Linc, Camlin, Faber Castel and Luxor
Office
Stationery (includes Gluesticks,
Markers, Highlighters)
Surprisingly, Market Pulse found that a lot of the students had products that are classified as ‘office stationery’
in their bags. 69%
and 53% senior and middle school students respectively, carried glue-sticks. Fevistick
and Kores were the common brands. 41%
of the middle school students had permanent markers in their bags while a
sizable number of them had highlighters in their bags too. Camlin,
Luxor, Reynolds permanent markers were present while Faber Castel highlighters
were being used. The
other varieties of markers – White, Paint, CD-OHP, Chisel and Bold were
present in small numbers too!
Other
Products in the School Bags
Erasers,
Rulers, Sharpeners, Tiffin box, water bottle, calculators etc. were found in
the school bags. Calculators
were present in 14% of the senior school students’ bag - that too in class 11th
and 12th students. Erasers
were present in most of the school bags. Natraj, Apsara and DOMS were the
popular eraser brands. The middle & senior class students also had rulers. Additional
things found in bags were mobile phones, house keys, combs, A4 sheets, adhesive
tape and staplers.
Thus, Market Pulse happily concludes that with
the growing awareness and brand consciousness among the consumers, opportunity
is endless for the Stationery brands to cash on.