A SUMMER INTERNSHIP PROJECT
ON “A Study on Consumer Buying Behavior towards Paint” For Asian paints India Ltd.
Submitted to MARWADI EDUCATION FOUNDATION
IN PARTIAL FULFILLMENT OF THE REQUIREMENT OF THE AWARD FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION
In Gujarat Technological University
UNDER THE GUIDANCE OF
Faculty Guide:
Company Guide:
Prof. Hiteshwari Jadeja
Mr. Shekhar verma Saurashtra Region
Assistant Professo Professorr
(Design (Desig n & ops manager) manager)
Submitted by
Mr. Omakar Gosai [Batch No. 2015-17, Enrollment No. 157340592069 MBA SEMESTER III
MARWADI EDUCATION FOUNDATION
MBA PROGRAMME Affiliated to Gujarat Gujarat Technological Technological Universi University ty Ahmadabad Ahmadaba d July, 2016
College Certificate
Company Certificate
DECLARATION
I declare that this project report entitled “A Study on Consumer Buying Behavior towards Paint” of Asian Paints India Ltd. submitted by me to the MARWADI EDUCATION FOUNDATION, Affiliated to Gujarat Technological University, is my own and is not submitted to any other University or has been published any time before.
Place: Rajkot
Date:
Omakar Gosai
PREFACE It is great opportunity for management students of GTU to get exposure to the paints industry as a part of in summer internship project (SIP) academic curriculums of MBA & get wide exposure to the real world during industry project. This project report has been prepared in partial fulfillment of the requirement for the subject of summer internship project report (sem. III) & in the academic year 2016 for preparing the SIP Report. The blend of learning & knowledge acquired during our report studies the role of paint industry is presented in this project report. It is great pleasure that researcher has undertaking writing of this report. It realized during training that insurance in dustry is different than what we learn in theorized. Thus, practical exposure to this industry is valuable for us as a management student. The prime objective of this practical training is to student get some knowledge & experience of management affairs. In that “A Study on Consumer Buying
Behavior towards Paint segment” & all aspect while complete requirement for the MBA course.
ACKNOWLEDGEMENT
I express our deep sense of gratitude and indebtedness to
Dr.
Suneet Saxena, Dean ,Faculty of Management , MARWADI EDUCATION FOUNDATION, Rajkot
for the encouragement given to me to complete the
project and for the facilities provided to me throughout the project. I am thankful to our guide and coordinator Prof. Hiteshvari Jadeja, for his valuable guidance and kind cooperation right from the beginning of the project report. I am thankful very much for his kind constant encouragement and guidance shown during the course of our project. I also extend my sincere gratitude to the rajkot Area Manager of Asian Paints India Ltd., for giving me the opportunity to complete the project under their able guidance. I express my gratitude to Mr. Shekhar verma (Area Manager), for their continuous support and encouragement throughout my project work. Last but not the least, I would like to express my sincere thanks to the respondents and my others not specially mentioned.
OMAKAR GOSAI
Index Sr. No 1
Particulars Part I General Information Industry Overview 1.1 1.2 1.3 1.4
2
History Growth and Development Performance and other statistical data Market players in the industry
5 6 7 8 9
14 15 16 20 25 26
Part II Research Work Introduction of the study 3.1 Background of the study 3.2 Review of literature 3.3 Statement of problem 3.4 Objectives of the study
4
2 3 6 8
Company Overview 2.1 History 2.2 Company Profile 2.3 Growth and Development 2.4 Products/ Service overview 2.5 Plant Identification 2.6 SWOT Analysis
3
Page No
29 34 36 36
Research Methodology 4.1 Research design 4.2 Sampling Method 4.3 Sampling Size 4.4 Sources of data 4.5 Data collection method 4.6 Data collection instrument
38 40 41 41 42 42
Analysis and interpretation of data Results and findings Conclusion & Suggestions Limitation of study Bibliography Annexure
44 57 58 59 60 61
List of tables Sr. No 1 2 3 4 5 6 7 8 9 11 12 13 14 16 18
Particulars Company Profile Customer involvement Age Occupation Size of house Type of house Paint at last time Type of paint Brand of paint Paint work Shades of paint Experience Heard about wallpaper Planning to paint Service
Page No 15 32 44 45 46 47 48 49 50 51 52 53 54 55 56
List of graphs Sr. No 1 2 3 4 5 6 7 8 10 11 12 13 15 17
Particulars Market share of Asian paint Age Occupation Size of house Type of house Paint at last time Type of paint Brand of paint Paint work Shades of paint Experience Heard about wallpaper Planning to paint Service
Page No 19 44 45 46 47 48 49 50 51 52 53 54 55 62
Page 1
PAINT INDUSTRY IN INDIA
1.1 History Industrial paints include automotive paints (original auto manufactures and refinishes), Powder coatings marine paints high performance coatings and special purpose finishes. These are technology intensive and hence the presence of the unorganized sector is very limited. In fact, there is no presence of the unorganized sector in the original paints. This can be explained by the fact that to bag an order from automobile manufacturer collaboration with a well known foreign paint company is a must Goodlass Nerolac is an un disputed leader n industrial paint. Till early 90’s paints were treated a s luxury items by the governments this
resulted in higher excise duty and higher end prices, leading low consumption of paints in India. However the progressive reduction of the excise duty from 40% in 93-94 to 18% in 96-97, the companies have passed on the duty reductions as price cuts. However the per capita consumption of India is still a merge of .5 kg compared to 26 kg in U.S and 1.2 kg in Thailand. As already mentioned paints were viewed as luxury item by many even today. Their productive value is not under stood and repainting is limited and if ever done is once in 7 – 10 years. The government interest to protect all surfaces is also low and the loss due to corrosion is estimated to be over Rs. 5000 crores p.a. By the central Electro chemical Research institute at Karaikad,
Tamilnadu.
With a view to emphasing the importance of protection through painting the Indian paints Association (IPA) had brought slogan in 1995 “Paint and Protect”. This slogan is popularized through various communications however a lot needs to be done to reach the millions of customers effectively.
Page 2
1.2 Growth and Development The paint industry can easily grow at 12-13% annually over the next few years from its current size of Rs 350 bn. The per capita paint consumption in India which is a little over 4 kgs is still very low as compared to the developed western nations. Therefore, as the country develops and modernizes, the per capita paint consumption is bound to increase. The unorganized sector controls around 35% of the paint market, with the organised sector accounting for the balance. In the unorganized segment, there are about 2,000 units having small and medium sized paint manufacturing plants. Top organised players include Asian Paints, Kansai Nerolac, Berger Paints and ICI. Demand for paints comes from two broad categories:
Decoratives
Major segments in decoratives include exterior wall paints, interior wall paints, wood finishes and enamel and ancillary products such as primers, putties etc. Decorative paints account for over 70% of the overall paint market in India. Asian Paints is the market leader in this segment. Demand for decorative paints arises from household painting, architectural and other display purposes. Demand in the festive season (September-December) is significant, as compared to other periods. This segment is price sensitive and is a higher margin business as compared to industrial segment.
Industrial
Three main segments of the industrial sector include automotive coatings, powder coatings and protective coatings. Kansai Nerolac is the market leader in this segment. User industries for industrial paints include automobiles engineering and consumer durables. The industrial paints segment is far more technology intensive than the decorative segment. The paints sector is raw material intensive, with over 300 raw materials (50% petro-based derivatives) involved in the manufacturing process. Since most of the raw materials are petroleum based, the industry benefits from softening crude prices. Page 3
Key Points
Supply
Supply exceeds demand in both the decorative as well as the industrial paints segments. Industry is fragmented.
Demand
Demand for decorative paints depends on the housing sector and good monsoons. Industrial paint demand is linked to user industries like auto, engineering and consumer durables.
Barriers to entry
Brand,
distribution
network,
working
capital
efficiency and technology play a crucial role.
Bargaining power Price increase constrained with the presence of of suppliers
the
unorganised
sector
for
the
decorative
segment. Sophisticated buyers of industrial paints also limit the bargaining power of suppliers. It is therefore that margins are better in the decorative segment.
Bargaining power High due to availability of wide choice. of customers
Competition
In both categories, companies in the organised sector focus on brand building. Higher pricing through product differentiation is also followed as a competitive strategy.
Page 4
Prospects
The market for paints in India is expected to grow at 1.5 times to 2 times GDP in the next five years. With GDP growth expected to be between 67% levels, the top three players are likely to clock above industry growth rates in the future, considering they have a strong brand and good reach.
The market size of the paint industry in India is estimated at around Rs 350 bn. Industry players expect close to 12% growth in business volume and 10-12% rise in sales in FY16.
Decorative paints segment is expected to witness higher growth going forward. The fiscal incentives given by the government to the housing sector have immensely benefited the housing sector. This will benefit key players in the long term.
Although the demand for industrial paints is lukewarm it is expected to increase going forward. This is on account of increasing investments in infrastructure. Domestic and global auto majors have long term plans for the Indian market, which augur well for automotive paint manufacturers like Kansai Nerolac and Asian-PPG. Increased industrial paint demand, especially powder coatings and high performance coatings will also propel topline growth of paint majors in the medium term.
Volatility of the Indian currency and international oil prices and worries about a normal monsoon continue to be major challenges facing the paint industry.
Page 5
1.3
Performance And Other Statistical Data
From the times when paint products were being developed to meet the new performance requirements, high performance additives have played an important role with their own attributes. Modern paint technology is heavily dependent on high performance additives due to their ability to meet the wide spectrum of paint performance requirements of current times. The global paints market is worth $ 121 billion (2012); with total production being 38 million metric tonnes (MT). Globally, by volume, the split is approximately 50% architectural paints and the remaining 50% performance coatings. The APAC region contributes 44% paints and coatings market. India constitutes 15% and China 57% by volume of APAC market. In the APAC, water based (architectural paints) constitutes 65% by volume. The Indian paint industry is worth $ 5.6 billion with the volume of 2.28 million MT per annum. The Indian decorative paints segment constitutes 72% by volume and 67% by value. Whereas the Indian water based (latex/architectural paints) constitute 6065% by volume of the decorative paints. The per capita consumption of paint in India is 2.40 kg. The highest per capita consumption is 4 kg in Kerala and is largely dominated by latex based architectural paints and coatings. The growth rate of the Indian paint industry is 1.5 to 2 times the GDP. There are over 1500 architectural paint producers in India. The organised sector, led by Asian Paints, AkzoNobel, Berger Paints and Kansai Nerolac Paints, contributes 62% market share of architectural paints. Rising demand for novelty
As the paint and coatings industry continues to fall under pressure by environmental regulations, manufacturers of coatings and paints are endlessly reformulating their products. As a result, demand for novel additives continues to increase. The rapid economic growth in most of the emerging countries in the recent years resulted in rampant architectural construction and industrial activity, which created significant demand for paints and additives. This in turn, heavily increased the demand for paint additives. The Asia Pacific region is expected to account for more than 40% of the global demand for paint additives in 2016. Page 6
Already growing faster than the major developed countries (though currently slowed down a bit) China has emerged as the second largest market (after the US) in the global paint additives market. India is also emerging as a strong market. Indian market dynamics
During last 5-7 years, it has been observed that high quality exterior paint segment has conceptually grown with very high growth rate of 25% compared to 10-12% of other paints and coatings. In addition, the premium paints and novel finishes segments have also grown at a faster rate 15 -20%. And, this evolution has forced the use of high performance additives.
Page 7
1.4
Market Players In The Industry
The leaders in the organized paint industry in India are Asian Paints with over 40per cent market share, Kansai Nerolac (20per cent), Berger Paints (19per cent) and AkzoNobel (12per cent). Asian Paints is a market leader in the decorative segment while Kansai Nerolac dominates the industrial and automotive segment. The share of industrial paints in the total paint consumption is very low when compared to global standards.It accounts for 25per cent of the paint market with 75per cent of the paints sold in India for decorative purposes. Currently all key players in the Indian paint market are in expansion mode. Asian Paints has enhanced its capacity at its facility in Himachal Pradesh (for powder coatings) and Maharashtra (industrial coatings) and Berger's facility in Jammu started contributing to its top line performance, albeit on the lower side. Kansai Nerolac is putting up a green field plant at Hosur in Tamil Nadu and is carrying out expansion at its Lote Parshuram and Bawal plants. DECORATIVE PAINTS
In decorative paints Asian Paints dominates with a 37% market share and number two player Goodlass Nerolac has a market share of 14%. These paints are by medium technology and hence the unorganized sector has a major share. A recent estimate that over 2400 companies are in unorganized sector INDUSTRIAL PAINTS
Industrial paints include automotive paints (original auto manufactures and refinishes), Powder coatings marine paints high performance coatings and special purpose finishes. These are technology intensive and hence the presence of the unorganized sector is s
very limited. In fact, there is no
presence of the unorganized sector in the original paints. This can be explained by the fact that to bag an order from automobile manufacturer collaboration with a well known foreign paint company is a must.
Page 8
Till early 90’s paints were treated a s luxury items by the governments this
resulted in higher excise duty and higher end prices, leading low consumption of paints in India. However the progressive reduction of the excise duty from 40% in 93-94 to 18% in 96-97, the companies have passed on the duty reductions as price cuts. However the per capita consumption of India is still a merge of .5 kg compared to 26 kg in U.S and 1.2 kg in Thailand. As already mentioned paints were viewed as luxury item by many even today. Their productive value is not under stood and repainting is limited and if ever done is once in 7 – 10 years. The government interest to protect all surfaces is also low and the loss due to corrosion is estimated to be over Rs. 5000 crores p.a. By the central Electro chemical Research institute at Karaikad,
Tamilnadu.
With a view to emphasing the importance of protection through painting the Indian paints Association (IPA) had brought slogan in 1995 “Paint and Protect”. This slogan is popularized through various communications however a lot needs to be done to reach the millions of customers effectively. Different Paint Companies in India 1. Asian Paints
Asian paints preferred by every household in the country. It is perhaps the most popular paint right in markets. The company was founded by Choski brothers and Suryakant Dani in year 1942. According to Forbes they are one of the best small companies in India. Revenue: a$$1.6 billion to $2 billion and Profit over $150 million Products and Services: Decorative paints, Industrial Coatings and Ancillaries like wall primer, acrylic wall putty exterior, interior and exterior wall paints etc.
Page 9
2. Berger Paints India Limited
Second most popular paint lover by Indian customers is Berger paints India. The company was founded in 1923 by Louis Steigenberger. Currently Abhijit Roy is the managing director of the company. Revenue: $460 million to $500 million and the profit is $27 million Products and Services: Paints and chemicals. Products for Industrial users and professional users both like Interior & Exterior wall coatings, metal and wood paints, living green, undercoats etc. 3. Dulux Paints
The third paint company in our list is Dulux Paints. Dulux paints is basically a painting company owned by AkzoNobel India. The company was founded in the year 1932 and offers a wide variety of products for home and industry use. Revenue: $25 billion to $30 billion of AkzonNobel Products and Services: Industrial chemicals, decorative paints, refinishing products, coating, exterior and interior paints, wood and metal paints etc 4. Jenson & Nicholson Ltd Jenson & Nicholson (I) Ltd is India’s second oldest company founded in the year
1922. John Jenson and Wilfred Nicholson founded these companies. The company was first to launch plastic emulsion paint under brand Robbialac. Revenue: $500 million to $750 million Products and Services: Some of the product names are fantasy pearl metallica, special effects natura, safeguard optima, pearl luster finish etc.
5. Shalimar Paints
The fifth company in our countdown list is Shalimar paints. Shalimar paints is the India’s oldest paint company founded in year 1902 by AN Turner and AC Wright.
It has over 54 branches and depots across the country. Page 10
Revenue: $56 million to $80 million Products and Services: a Industrial chemicals, decorative paints, refinishing products, coating, exterior and interior paints, wood and metal paints, visualize, distemper, enamel etc 6. British Paints
A British paint was founded in the year 1919 and came to India in 1947. Actually British paints reentered India in year 2009 with the name Berger paints. In India it has a network of 45 branches and over 12000 channels. Revenue: $300 million to $500 million Products and Services: Some of the brands are Glo, Singer, British, Expa Cool, Acri-Silk etc 7. Kansai Nerolac Paints Ltd
The seventh paint company in our countdown list is Kansai Nerolac Paints Ltd. This paint company was founded in year 1920 in Mumbai. It has around 5 manufacturing plants in India. Revenue: $360 million to $400 million Products and Services: Products for Interior and exterior, wood and metals, automotive coatings etc 8. Nippon Paints
Nippon paints is originally a Japanese companies but very popular in India. In India, it is here for more than 5 years. Although it is Asia’s number one paint
company but in India still it is not number one. Revenue: $300 million to $500 million in Indian markets Products and Services: Industrial chemicals, decorative paints, refinishing products, coating, exterior and interior paints, wood and metal paints
Page 11
9. Asgar Paints The ninth paint company in our list in Asgar Paints. It is south India’s largest and
leading paint companies placed among top 50 decorative coatings. THe company was founded in year 1974 as Asgar Paints Pvt Ltd. It has over 14 branches. Revenue: $100 million to $200 million Products and Services: Jantha Distemper, Ranger, Diana Wall putty, Asgarcem, Aluminum Paint, Micro Matt, Ragiemon Etc 10. Snowcem Paints Snowcem Paints was founded in the year 1959 in Mumbai and one of the India’s
leading manufacturer of exterior cement based masonry paint. Revenue: $50 million to $75 million Products and Services: Paints for cements, liquid paints, Primers like Cemprover, Snow sol, etc
Page 12
Page 13
2.1 History Asian Paints is India's largest paint company in India and Asia's third largest paint company with a turnover of Rs54.63 billion. The company operates in 20 countries and has 28 paint manufacturing facilities in the world servicing consumers in over 65 countries. Besides Asian Paints, the group operates around the world through its subsidiaries Berger International Limited, Apco Coatings, SCIB Paints and Taubmans. Forbes Global magazine USA ranked Asian Paints among the 200 Best Small Companies in the World for 2002 and 2003 and presented the 'Best under a Billion' award, to the company. The present MD & CEO of the company is P.M. Murty. The company has come a long way since its small beginnings in 1942. Four friends who were willing to take on the world's biggest, most famous paint companies operating in India at that time set it up as a partnership firm. Chimanlal Choksi,Champaklal Choksey,Suryakant Dani and Arvind Vakil were the four friends who started the company. Suryakant Dani owned a garage where he did the painting work for Machines & vehicles. The same garage is where Asian Paints started off its operations. Over the course of 25 years Asian Paints became a corporate force and India's leading paints company. Driven by its strong consumer-focus and innovative spirit, the company has been the market leader in paints since 1968. Today it is double the size of any other paint company in India. Asian Paints manufactures a wide range of paints for Decorative and Industrial use.
Page 14
2.2 Company Profile
Company Name:
Asian paints limited
Address:
Asian paints house, 6a, shantinagar, Santacruz(E), Mumbai-400055
Contact:
022-39818000
Help line:
1800-209-5678
Web Site:
www.asianpaints.com
Product:
Paints product
Size of unit:
Large scale industry
Form of Organization:
Public
Year Of Establish:
1942
Industry:
Chemical
Employee:
4640
Head quarter:
Mumbai
Key person:
K. B. S. Anand
Revenue:
Rs. 7964 crore
Profit:
Rs. 958.39 crore
(Table 2.1)
Page 15
2.3 Growth and Development Asian Paints Ltd was incorporated in the year 1945. In the year 1965, the name of the company was changed to Asian Paints (India) Pvt Ltd. In the year 1973, the company was converted into a public limited company. In the year 1972, they undertook a major modernization programmed to streamline the paint production facilities by improving the layout of machines, addition to balancing equipment and replacement of old machinery to meet the demand.
In the year 1985, the Company had set up a third paint unit at Patacncheru, a notified backward area near Hyderabad, for the manufacture of 15,000 MT of paints and enamels. In the year 1987, the company commissioned a plant for the manufacture of synthetic rubbers lattices with a capacity of 1,200 tonnes per annum. In the year 1990, the company promoted two joint venture companies, namely Asian Paints (South Pacific) Ltd, in Fiji and Asian Paints (Tonga) Ltd. In May 1991, the company acquired 19,10,000 equity shares of Pentasia Chemicals Ltd from TIDCO and thus PCL became a subsidiary of the company. During the year 1992-93, the company installed and commissioned the manufacturing facilities for the powder coatings with a capacity of 300 MT at Kasna plant. In the year 1994, Pentasia Chemicals Ltd was amalgamated with the company with effect from October 1, 1994. In the year 1995, the company set up a joint venture unit for the manufacture of paints, enamels and varnishes in the Republic of Mauritius. In the year 1996, the company and PPG Industries, Inc. of USA set up a joint venture company namely Asian PPG Industries Pvt Ltd to market and/or manufacture automotive paints and certain Industrial products. Page 16
In the year 1998, they introduced three new products, NC range of wood finishes, ACE Exterior Emulsion and Asian wall putty. They launched their first exclusive showroom in Mumbai. In the year 1999, the company acquired 76 % of equity stake in Sri Lanka-based Damage Forsyth & Co (Paints) Ltd. In the year 2000, they launched two variants in polyurethane (PU) wood finish under the brand name Opal. They opened a manufacturing plant in Oman in partnership with a local company. In 2002, the company revamped their international operations and transferred shares in their subsidiaries in Fiji, Tonga, Solomon Island, Vanuatu, Australia and the Sultanate of Oman to the Mauritius based subsidiary Asian Paints International. Also, they acquired controlling stake of 50.1% in Berger International, Singapore, for the consideration of Rs 58 crore. In the year 2003, the company through their Singapore-based subsidiary, Berger International, signed a technology and brand licensing agreement with PT Abide Coatings Souls’, an Indonesian paint company.
In the year 2004, the company launched paint solutions for kids. In January 2005, they set up a new paint plant at Sriperumbudur, in Tamil Nadu and commenced commercial production. In the year 2006, the company commissioned a manufacturing facility for powder coatings at Biddy, Himachal Pradesh. During the year 2007-08, the company commissioned the polymer plant in Sriperumbudur. Also, they commenced expansion of the Sriperumbudur plant. Also, Asian Paints (International) Ltd, the company’s direct subsidiary divested their entire stake in Asian Paints (Queensland) Pty Ltd, Australia. During the year 2008-09, the company made a tie up with DuPont USA to cobrand the Royale range of Emulsions with Teflon, the product synonymous with toughness and durability. The first two stores have been inaugurated at Hyderabad and Chennai. Page 17
During the year 2009-10, the company increased the capacity of Sriperumbudur Plant in Tamil Nadu to 140,000 KL per annum. In April 12, 2010, the company commissioned the first phase of sixth Decorative paint plat at Rohtak, Haryana as a cost of approx. Rs 500 crore with an initial capacity of 150,000 KL per annum.
During the year 2010-11, the company augmented the synthetic resins and polymer capacity by 50,000 MT. The company launched a number of new products. Asian Paints with its intent to enter the Home Improvement and Décor space in India had acquired 51% stake in Sleek group, a kitchen solutions provider in August 2013. Sleek is a major player in the organized modern kitchen space and is engaged in the business of manufacturing, selling and distribution of modular kitchens as well as kitchen components including wire baskets, cabinets, appliances, accessories etc. In June 2014, Asian Paints acquired the entire front and sales business including Brands, Network and Sales Infrastructure of Ess Ess Bathroom pr oducts Pvt Ltd. Both, the Kitchen and Bath business has been co-branded with Asian Paints. Recently, the company has launched ‘Smart Kitchen’ range for easy installation and design under the Sleek brand. In the Bath space, it has introduced ‘Royale’ premium range of bath fittings as well as ‘Bathsense’ sanitary ware range of products for the evolving consumer.
Page 18
(Chart 2.1)
Page 19
2.4 Products Overview Asian Paints produces a wide range of paints for decorative and industrial use. It also
manufactures
intermediate
products
like
Phthalic
Anhydride
and
Pentaerythritol. The chemicals business which contributes 5% to overall sales of the group is managed for value. APIL's product range includes Wall paints, Metal paints, Wood Finishes, Primers, Wall puttees, powder coating and others. Apart from offering the customers a wide range of decorative and industrial paints, it even custom-creates products to meet specific needs. Following are few of the famous products of Asian Paints. Decorative paints:
Exterior Walls
Asian Paints offers a range of emulsion paints for your exterior walls. You can choose from ACE, Apex, Apex Ultima, Apex Duracast and more, based on the specific demand of surface area.
Interior Walls
Distempers
Distempers offer strong performance to the interior wall surface in terms of protection and adhesion. Tractor Acrylic Distemper, with better durability, is one of the best performing distemper made by Asian Paints.
Emulsions
Interior emulsions are advanced water based paints with better quality and shade range. Adhesion to wall surface, anti fungal properties and durability is Page 20
more in emulsions. Check out products range for more information.
Metal Surfaces
Suitable for metal surfaces, this enamel product brings a suitable effect. With different surface preparation and undercoat system, read the directions for usage carefully before application.
Wood Surfaces
Clear Finish
Clear Finishes act as protective coatings providing a high degree of resistance from water, dirt, grime, chemicals and abrasion, along with enhancing the natural beauty of the wood. Opaque Finish
Wood Palette, the range of opaque wood finishes from Asian Paints brings you a high gloss, tough scratch proof colored wood finish that brings new style and sophistication that’s beautiful and stays that way under heavy usage.
Enamels
These are essentially enamel paints suitable for wood surfaces. With different surface preparation and undercoat system, read the directions for usage carefully before application.
Page 21
ANCILLARIES PAINTS:
Asian Paints Deco prime Wall Primer WT
Asian Paints Deco-Prime Wall Primer (WT) can be used as primer f or painting of water-based wall finishes such sa distempers & plastic emulsion paints.Its special features are easy brushing, excellent covering, alkali resistance, quick drying & good sealing properties. It is specially fortified with fungicides.
Asian Paints Deco prime Wall Primer ST
Asian Paints Deco-Prime Wall Primer (ST) is suitable for use as primer for masonry topcoats like distempers, emulsions, lustre & matt wall finishes. It helps in providing a suitable surface for application of subsequent coats of putty & finish paint. It set a fast, has good sealing properties, good resistance to wall alkalinity, moisture & fungus.
Asian Paints Acrylic Wall Putty
Asian Paints Acrylic Wall Putty is water based putty. It is one of the best product of its kind available in the market. It provides a very strong durable foundation & Page 22
brings out the best performance from the finish paints. Both in looks & durability.
Asian Paints Exterior Wall Putty
Asian Paints Exterior Wall putty is a specially designed product based on white cement, redispersible polymer & functional additives for application on exterior rough plasters to give a smooth finish.
Asian Paints Wood Primer
Asian Paints Wood Primer is specially formulated to protect wood. It has an excellent sealing & filling properties which protects wood from swelling due to absorption moisture. Wood Primer penetrates wood fiber & gives excellent adhesion to substrates & also serves as a sound base for application of undercoats & finishing coats. It also protects the finish coat from exudation of resinous matter oozing out from wood.
Asian Paints Exterior Wall Primer
Asian Paints Exterior Primer is water-based wall coating suitable for application on exteriors as an undercoat to exterior emulsions. It has a good opacity & whiteness, which helps improve the appearance of the emulsion top coat. Exterior Wall Primers does not chalk & can be applied on freshly plastered surfaces that are adequately cured. It does not require any water curing.
Page 23
INDUSTRIAL PAINTS
Protective Coatings
Offers an extensive range of high performance, heavy-duty coatings for protection
of
assets
in
aggressive
industrial
environments
Floor Coatings
Offers a wide range of coatings and floorings for concrete floors and hygiene wall
coatings
Floor Coatings
The range includes hot melt thermoplastic road marking material, cold applied retro-reflective and water / solvent based paint for marking roads.
Page 24
2.5 PLANT IDENTIFICATION Plant identification marks for cartoons, drums, tins are given below. Bhandup plant
1. All liter number number will be four digit starting from 1001. 2. Alphabets B as label indicate Bhandup plant 3. Drums will not not have any brands on the top side 4. Cartoons will will not be Blue Blue in color. Ankles war plant
1. All liter number number will be four digit starting from 2001. 2. Alphabets A as label indicate Ankles war plant 3. Drums have have one brand on the top side 4. Cartoons will red in cooler cooler Patacncheru plant
1. All liter number number will be four digit starting from 3001. 2. Alphabets p as label indicate Patacncheru Patacncheru plant plant 3. Drums have two brands on the top, top, one dotted dotted line. 4. Cartoons green in color. Kasna plant
1. All liter number number will be four digit starting from4001. 2. Alphabets K as label indicate indicate Kasna Kasna plant 3. Drums have one brand with three dots with nine alternatives.
4. Cartoons are brown in color.
Page 25
2.6 SWOT Analysis
Strengths
The largest paint company company in India and third largest largest company in Asia Asia
They have over over 50% of market share and are clear leaders decorative paints and are strong competitors to Kansai Nerolac Paints to be leaders in Industrial paints and coatings.
They operate in 17 countries and have 24 manufacturing facilities providing service to 65 countries all over the world.
Asian paints has strong international presence presence with its four 4 subsidiaries; Berger International Limited, Apco Coatings, SCIB Paints and Taubmans. Most renowned brand in Indian Paint Industry & its strong customer focus and
innovative-spirit
has
made
it
market
leader
since
1968.
Superior technologies deployed to achieve maintain the competitive edge for eg. Supply chain management system that integrates plants, regional distribution centers, outside processing centers etc. hence they have strongest supply chain system with
They have maintained their brand name and increased awareness by unique ways of advertising and roping in celebrities like Saif Ali Khan.
The company company has strong strong financials. financials.
Weaknesses Limited
market share in industrial paints segment with Kansai Nerolac
and AkzoNobel giving stiff competition. In
decorative paints Industry Customer tastes and perceptions change
very fast and products may become obsolete with change in trends, hence production planning and inventory problem..
Page 26
Opportunities
Big an international standard paint company it should look for more opportunities abroad
There is a good scope for growth growth especially in industrial paints category category
Needs to have more focus on Automobile industry in industrial paints segment
Competitors
are going for Hi-tech process and Asian paints with good
financial and intellectual capital can go for hi-tech. Threats.
Growth prone to slowdown slowdown effects
Stringent Government rules and regulations regarding the quality of products and manufacturing facilities as Environment policies are given more emphasis
Raw material scarcity and volatility in prices.
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3.1 Background of the study Marketing research is "the process or set of processes that links the producers, customers, and end users to the marketer through information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions, monitor marketing performance, and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications." It is the systematic gathering, recording, and analysis of qualitative and quantitative data about issues relating to marketing products and services. The goal of marketing research is to identify and assess how changing elements of the marketing mix impacts customer behavior. The term is commonly interchanged with market research; however, expert practitioners may wish to draw a distinction, in that market research is concerned specifically with markets, while marketing research is concerned specifically about marketing processes. Buying Behaviour & Purchase Pattern Of customers Towards Paint
Introduction Consumer behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology, marketing and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups such as how emotions affect buying behavior. It studies characteristics of individual consumers such as demographics or Page 29
personality and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, sports, reference groups, and society in general. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of u ser, payer and buyer. Research has shown that consumer behavior is difficult to predict, even for experts in the field. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions. Each method for vote counting is assumed as social function but if Arrow’s
possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions are decisiveness, neutrality, anonymity, monotonicity, unanimity, homogeneity and weak and strong Pareto optimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks. Marketing provides services in order to satisfy customers. With that in mind the productive system is considered from its beginning at the production level, to the end of the cycle, the consumer (Kioumarsi et al., 2009).
Buying Decision Process A buying decision process is the process a customer goes through when buying a product. It can be seen as a particular form of a cost –benefit analysis. The buying decision model has gone through lots of interpretation by scholars. Although the models vary, there is a common theme of five stages in the Page 30
decision process.
The Buyer
decision
by consumers regarding
process is market
the decision-making process used
transactions
before,
during,
and
after
the purchase of a good or service. More generally, decision-making is the cognitive process of selecting a course of action from multiple alternatives.
Stages These stages were first introduced by Engel, Blackwell and Kollat in (1968). The stages are:
Problem/Need recognition
Information search
Evaluation of alternatives
Purchase decision
Post-purchase behavior
These five stages are a framework to evaluate customers' buying decision process. However, it is not necessary that customers get through every stage, nor is it necessary that they proceed in any particular order. For example, if a customer feels the urge to buy chocolate, he or she might go straight to the purchase decision stage, skipping information search and evaluation. Problem/need-recognition
Problem/Need-recognition is the first and most important step in the buying decision. Without the recognition of the need, a purchase cannot take place. The need can be triggered by internal stimuli (e.g. hunger, thirst) or external stimuli (e.g. advertising). Maslow held that needs are arranged in a hierarchy. According to Maslow's hierarchy, only when a person has fulfilled the needs at a certain stage, can he or she move to the next stage. The problem must be Page 31
addressed through the products or services available. It's how the problem must be recognized.
Information search
The information search stage is the next step that the customers may take after they have recognized the problem or need in order to find out what they feel is the best solution. This is the buyers' effort at searching the internal and external business environments to identify and observe sources of information related to the focal buying decision. Consumers can rely on print, visual, and/or voice media for getting information. Evaluation of alternatives
At this stage, consumers evaluate different products/brands on the basis of varying product attributes, and whether these can deliver the benefits that the customers are seeking. This stage is heavily influenced by one's attitude, as "attitude puts one in a frame of mind: liking or disliking an object, moving towards or away from it". For example, if the customer involvement is high, then he/she will evaluate a number of brands; whereas if it is low, only one brand will be evaluated. Customer involvement
High
Medium
Low
Characteristics
High
Medium
Low
Number of brands examined
Many
Several
One
Number of sellers considered
Many
Several
Few
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Number of product attributes evaluated
Number of external information sources used
Time spent searching
Many
Moderate One
Many
Few
Considerable Little
None
Minimal
Purchase decision
This is the fourth stage, where the purchase takes place. According to Kotler, Keller, Kush and Jha (2009), the final purchase decision can be disrupted by two factors: negative feedback from other customers and the level of motivation to comply or accept the feedback. For example, after going through the above three stages, a customer chooses to buy a Nikon D80 DSLR camera. However, because his good friend, who is also a photographer, gives him negative feedback, he will then be bound to change his preference. Secondly, the decision may be disrupted due to unanticipated situations such as a sudden job loss or the closing of a retail store. Post-purchase behavior
These stages are critical to retain customers. In short, customers compare products with their expectations and are either satisfied or dissatisfied. This can then greatly affect the decision process for a similar purchase from the same company in the future, mainly at the information search stage and evaluation of alternatives stage. If customers are satisfied, this results in brand loyalty, and the information search and evaluation of alternative stages are often fast-tracked or skipped completely. As a result, brand loyalty is the ultimate aim of many companies. On the basis of either being satisfied or dissatisfied, a customer will spread either positive or negative feedback about the product. At this stage, companies should carefully create positive post-purchase communication to engage the Page 33
customers. Also, cognitive dissonance (consumer confusion in marketing terms) is common at this stage; customers often go through the feelings of post-purchase psychological tension or anxiety.
3.2 Review of Literature PAREEK P., (2016) A Study On Perception Of End-Users Towards Various Paint Brands In Ahmadabad And North Gujarat. Elk Asia Pacific Journal Of Marketing And Retail Management, 7(1) 1-15
This research has been conducted on 400 households of Ahmedabad, Kalol and Mehsana cities in Gujarat. Questionnaire survey method and observation method has been used to conduct the research. The questionnaire was formed with the combination of close-ended, open-ended and scale questions. The main objective of this study is to find out various factors that consumers consider while purchasing paint.
Mathur A. (2011). An Empirical Study Of Quality Of Paints: A Case Study Of Impact Of Asian Paints On Customer Satisfaction In The City Of Jodhpur. IJMT, 19(2).84-98
Paints are the basis to fill colours in the human life. The quality of paints impacts the life to give the beauty and imagination to live a life of better standards. The paints in the market are used in the houses to give the imagination, beauty and creativity to design the life for living with peace and progress. The paints have many uses and they basically form the fabric of creative and innovative life with the colours of many moods and emotions. The basic aim of the paper is to build Page 34
the strategic framework for developing the quality paints to give the strength to the infrastructure of the surroundings in a beautiful way.
Mathur A. (2011). An Empirical Study of Quality Of Paints: A Case Study Of Impact Of Asian Paints On Customer Satisfaction In The City Of Jodhpur. IJMT, 19(2).84-98
Paints are the basis to fill colours in the human life. The quality of paints impacts the life to give the beauty and imagination to live a life of better standards. The paints in the market are used in the houses to give the imagination, beauty and creativity to design the life for living with peace and progress. The paints have many uses and they basically form the fabric of creative and innovative life with the colours of many moods and emotions. The basic aim of the paper is to build the strategic framework for developing the quality paints to give the strength to the infrastructure of the surroundings in a beautiful way.
Anurag (2007), “Consumer Behavior and Buying Decision Making”, http://www.123eng.Com/Forum/Index.Php (Retrieved On 16.02.2007). Anurag (2007)4 in his e-article “Consumer Behavior and Buying Decision Making” has pointed out that marketing in India is growing through an indefinable
phase and so also the changing role of consumer in making decision and the way in which the new generation of Indian consumer behaves. The characteristics of Indian families are changing under the influence of external factors such as liberalization and media explosion. Indian families are presently in a state of flux, shifting from being strictly hierarchical to more egalitarian in
Page 35
character. And the process of migration definitely has a big role to play in such transition.
3.3 Statemement Of Problem
The respondents of the questionnaire are very busty and could not afford more time to answer. The average time to response was 5-6 minutes only. A limited sample size of 100 customers was considered because of time constraint. An assumption is made that the sample represents the whole population. It will not carry the total reflection of the copier market. Total sample size is comparatively less to represent the entire population. A time period of only 45 days was allowed for the completion of this product. So considering all the consumers for the study was not possible. The data was of primary nature. So the degree biases were relatively high as the sample was randomly selected. Study restricted to geographical territory of Rajkot city only
3.4 Objectives of study
To understand the performance and choice of customers regarding different paint brand.
To know the factors that may affect the selection of paint in future. Page 36
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4.1
Research design
Marketing research dosing is the most important and encompassing of all six steps in the marketing research process, requiring the highest level of thought, time and expertise. This stage involves the the point at which those less experienced with market research will obtain sindce the intelligence ultimately gained from the research is so closely A research design is the arrangement of conditions for collection and analysis of data in a manner that aims to combine relevance to the research purpose with economy in procedure. Research design split into the following parts. i.
Sampling Design:
Sampling design deals with the method of selection of item to be observed for the given study. ii.
Observational Design:
Which relates to the condition under which the observations are to be made? iii.
Statistical Design:
Which concerns with the question of how many items are to be observed and how the information gathered are to be analyzed.
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iv.
Operational Design:
It is specifying the procedures of the sampling observation and statistical design can be carried out Types of Research Design
I.
Exploratory Research Design
In this method research problem requires more investigation with full expansion of variables. It include in 3 methods. a) Survey of literature
It is the simplest method. In this method the researcher has to take a different-different reference and to do the survey. b) Experience survey
The researcher has to do the survey if the person has purchase the regular product and experience of the product. Thus, the researcher to do the survey is quite easy. c) Insight-stimulating survey
If the persons do not purchase a product and does not experience of the product while the researcher has to take a survey in this types of people. Thus, the researcher has to identify why the people do not purchase the product?
II.
Descriptive Or Diagnostic Research Design
In this types of research design the researcher has to do the experience and observation and then after to write a description it is known as descriptive or diagnostic research design.
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4.2
Sampling Method
There are mainly two sampling method that are as follows. a) Probability sampling techniques b) Non-probability sampling technique
a) Probability sampling techniques
These are techniques where each sampling unit has the probability of being including in sample. The probability of the inclusion need not be equal for every sampling unit. In some method, it is equal and in some other, it is unequal. But it should be a know probability, for it to be classified as probability sampling method. The various types of probability sampling techniques are,
Simple Random Sampling
Stratified Random Sampling
Cluster Sampling
b) Non-probability sampling techniques
The Non-probability sampling is also known as Non-Random sampling. It does not give chance to each element of universal to get selected as the sample. In this method, the selection of the sample involves human judgment rather than luck of chance. Page 40
The various types of Non-probability sampling techniques are: Convenience sample
Judgment sample
Quota sample
To obtain representative sample, I had gone for the simple random sampling in which I had collected the information randomly in the different areas of the Rajkot city.
4.3
Sample Size
Large sample give more reliable results than small samples. However, it is not necessary to survey the entire target population or even a substantial portion to achieve reliable results. Samples of less than 1% of the population can often providing good reliability, given a credible sampling procedure. So, I have decided to take the sample size of 100 from Rajkot.
4.4
Sources Of Data
There are basically two types of sources of data collection.
i.
i.
Primary Data
ii.
Secondary Data
Primary Data:
Primary data is original data. Primary data is more trusted data. Because it collected by the researcher. There are many sources to collect primary data such as interview, survey etc.
ii.
Secondary Data: Page 41
Secondary data is not original data. This kind of data is gathered by others and that can be used in reference or in study. The sources to gather this kind of data are published survey of market, journal by government, media report etc.
Mostly, I have used primary data for my research report for final touch. I have prepared questionnaire and fill it out by people. I have used secondary data to get information about company.
4.5
Data Collection Method
1. Questionnaire
Questionnaire is the most commonly used method in survey – questionnaires are a list of questions either open- ended or close – ended for which the respondent give answers. 2. Survey
Survey is most commonly used method on social sciences, management, marketing and psychology to some extent. 3. Interview
Interview is a face – to – face conversation. It is slow, expensive, and they take people away from their regular jobs, but they allow in – depth questioning and follow – up questions. 4. Observation
Observation mean viewing or seeing.
When you take a good look at
something, noticing facts or taking measurements, you are engaging in observation, something a little more intense than just a quick glance. When you share an observation, you communicate an insight.
5. Documentation Page 42
Documentation is the information that describes the product to its users. It consists of the product technical manuals and online information.
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5.1
Data Collection Instrument
I had used questionnaire to collect the data from various employees Age: Age
No.
18 to 25 year
19
25 to 35 year
45
35 to 50 year
26
Above 50
10
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Age 10 19
18 to 25 year 26
25 to 35 year 35 to 50 year Above 50
45
ANALYSIS:
The above chart shows the age group of respondents, from the sample size of 100. From the above we can show that the most of the people who like to change the paint on the wall those are 25 to 35year. Then after the age group of the 18 to 35 and 35 to 50 years people have minor difference in that. Above 50 are also like to change paint in wall. Occupation: Occupation
No.
Businessman
24
Service
16
Student
40
0Other
20
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Occupation 50 45 40 35 e 30 l t i T 25 s i x A20
Occupation
15 10 5 0 Builder
Service
Student
Other
Axis Title
ANALYSIS:
The above chart shows the occupation of the respondents. From this chart we can see that, The 47 people are most like the Asian paints. Most of the builder is preferred the Asian paints. Then the service is 23 members are using the Asian paints. Then the student is using the paints. At last other can fill the survey.
1. What is the size of your House? size of House
No.
1BHK
17
2BHK
40
3BHK
34
MORE THAN 3BHK
9
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Series 1 45 40 35 30 e l t 25 i T s i x 20 A
15 10 5 0 1BHK
2BHK
3BHK
MORE THAN 3BHK
Axis Title
ANALYSIS:
The above chart is show that which type of size at Rajkot. The chart is show that the most of the people is sty in 2bhk house. The 40 people are stay at 2bhk. And 34 peoples are staying in 3bhk. And other peoples are staying in 1bhk and more then 3bhk.
2. Type Of House Type of house
No.
Flat
51
Tenamnet
15
Bunglow
22
Duplex
12 Page 47
Type of house 60 50
51
40 30
Type of house
20
22 15
10
12
0 Flat
Tenamnet
Bunglow
Duplex
ANALYSIS:
The above chart is show that which type of house at Rajkot. The chart is show that the most of the people is sty in flat The 51 people are stay at flats. And 22 peoples are staying in Bunglow. And other peoples are staying in tenement and duplex .
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3.
When did you paint your house at last time Paint at last time
No.
Recently
20
More than 3 years
9
More than 5 years
11
Never (new construction)
60
Paint at last time 70 60 60 50 40 30
Paint at last time
20 20 10 9
11
0 Recently
More then 3 yearsMore then 5 years
Never (new construction)
ANALYSIS:
The above chart is show that which type of house at Rajkot. The chart is show that most of people is never (new construction).Recently 20 % paint at last time more than 3 years 9% paint at last time & more than 5 years like 11% in the organization.
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4. What type of paint was used last time? Type of paint
No.
Cement paint
37
Distemper
14
Emulsion
30
Other
19
type of paint 40 35
37
30 30 25 20 19
15
type of paint
14
10 5 0 Cement paint
Distemper
Emulsion
Other
ANALYSIS:
The above chart is indicating that, the advertisement is which parameters displayed. Message is 78% is effective and 22% is non-effective. Theme is 70% is effective and 30% is non-effective. Product information is 66% effective and 34% is noneffective. Price information is 42% effective and 58% non-effective. Colour is 82% effective and 18% is non-effective. Background is 70% effective and 30% is non-effective. In that the all parameter is effective only one price information is not effective. Advertisement is don’t show the any price information.
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5. Which brand of paint did you use last time?
Brand of paint
No.
Berger
17
ICI/Dulux/akzo
13
Nerolac
16
Asian Paints
51
Other
3
Brand of paint Brand of paint
51
17
13
16 3
Berer
ICI/Dulux/akzo
Nerolac
Asian Paints
Other
ANALYSIS: The above chart is show that which type of house at Rajkot. The chart is show that most of people using like 51%. 16% people Nerolac use last time barer paint use like 17%. Dulux paint using like 13% in the market and 3% use like other people.
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6. Last time did you give paint work to contractor which material+Labour or with only labor? Paint work
No.
Labor
78
material+Labour
22
paint work 90 80 70
78
60 50 paint work
40 30 20
22
10 0 Labour
material+Labour
ANALYSIS:
The above chart is show that which type of house at Rajkot. The chart is show that most of people at last time did you give your paint work to contractor like 78% material+Labour or with only labour.And 22% labor give paint work to contractor
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7. How did you choose shades of paint last time? shades of paint
No.
Shade cards given by shop
16
By your own
15
Reference from others house
10
Chosen as your contractor told
59
shades of paint 70 60 59 50 40 30
shades of paint
20 10
16
15 10
0 Shadecards given by shop
By your own
Reference from others house
Chosen as your contractor told
ANALYSIS:
The above chart is show that which type of house at Rajkot. The chart is show that most of people at last time choose shades of paint like 59% chosen as your contractor told.Shadecards given by shop 16% people choose shades of paint & 15% by your own choose shades paint in the organization. Reference from others house choose shades like 10%.
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8. How was your experience during last time? Experience
No.
Very good
36
It was ok
48
Bad
11
Very bad
5
experience 60 50 48 40 30
36 experience
20 10
11 5
0 Very good
It wasok
Bad
Very bad
ANALYSIS:
The above chart is show that which type of house at Rajkot. The chart is show that most of people 36% very good experience during last time in the organization 48% people it was ok 11% people like bad experience with organization not good behavior and 5% very bad experience during last time.
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9. Have you ever heard about wallpapers?
Yes
33
No
67
wallpapers 80 70 67
60 50 40 30
wallpapers 33
20 10 0 yas
no
ANALYSIS:
The above chart is show that which type of house at Rajkot. The chart is show that most of 67% people ever heard about wallpapers not respondent in the organization and 33% people ever heard about wallpapers respondent in the organization.
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. 10. Are you planning to paint to paint your house? Planning to paint
No
Yes
60
No
40
Planning to paint 70 60 60 50 40 40 30
Planning to paint
20 10 0 yas
no
ANALYSIS:
The above chart is show that which type of house at Rajkot. The chart is show that most of 60% people respondent like planning to paint your house and 40% people not respondent in the organization.
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11. What service do you like to get when painting next time? Service
No.
Cooler selection by an expert
27
whole paint job done by trained professional painters
42
complete knowledge of paint products by an expert
36
wants to see real panel painted & get touch and feel element
23
all of the above
8
Service 45 40 35 30 25 20 15
Service
10 5 0 colour selection whole paint job complete by an expert done by trained knowledge of professional paint products painters by an expert
wants to see all of the above real panel painted & get touch and feel element
ANALYSIS:
The above chart is show that which type of house at Rajkot. The chart is show that most of 31% like to get when painting next time 26% of people complete knowledge of paint product by an expert 20% of people color selection by an expert 17% wants to see real panel painted & get touch and feel element And 6% all of above to get painting next time.
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6. Results and findings
People generally prater to use cement paint emulsion when panting their house.
Majority to the respondents’ prefer Asian paints to paints their house
followed by Berger and Nerolac.
Generally people Pinter to hire Andy laborer /painter buy the material them sellers
Majority of respondents choose the shades of paints with the help of contractor.
60%of respondents planning to paint their house in future, which shows that, the market of Asian pints can be capered more .
The factors of teaching
the selection
of pints in clues trained
professionals(painters ), knowledge of paints products and good color selection
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7. Conclusion & Suggestions SUGGESTION The following suggestions are giving to the Asian paints that all are,
More advertisement should be done in order to create the awareness
More offer & scheme should be offered to the customers
Promotional activities should be done
CONCLUSION After the all the survey of the Asian paints. The all the product of the Asian paints are better than offer. That is also said by the people opinion. The interior and exterior product is best in a different-different quality. Asian paints quality is best them compare to the other. In this practical study report is teach me a lot of things. In that the how can be survey done and which method is suitable for survey that all are experience by me. The advertisement of the Asian paints that should be a very effective it is benefited to the company. The company can use a better media for aware about the Asian paints. The promotional activities are done by the company it is nice but they give more offer & scheme to the customer.
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8. LIMITATION OF RESEARCH The followings are the limitation of the research. Sample size of 100 units may not be sufficient to draw the
accurate conclusion. The findings are based on the research in Rajkot city only
and thus the conclusion may not be true for other cities. There is a chance of error due to sampling procedure
undertaken.
Some important aspects affecting the consumer and preference of consumer in terms.
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9. BIBLIOGRAPHY
PAREEK P., (2016). a Study on Perception of End-Users towards Various Paint Brands In Ahmedabad and North Gujarat. Elk Asia Pacific Journal Of Marketing And Retail Management, 7(1) 1-15
Sundaram Rajagopalan (2013), Changing Consumer Behaviour Patterns of Indian Middle Class, http://www.iesingapore.gov.sg/wps/wcm/connect
Mathur A. (2011). An Empirical Study of Quality of Paints: A Case Study
of Impact of Asian Paints on Customer Satisfaction in the City Of Jodhpur. IJMT, 19(2).84-98
Anurag (2007), “Consumer Behavior And Buying Decision Making”,
http://www.123eng.Com/Forum/Index.Php . (Retrieved On 16.02.2007)
Indian Paint Company, waterproofing & home painting solutions. (2016). Retrieved August 3, 2016, from http://www.asianpaints.com In-line Citation: (“Indian paint company, waterproofing & home painting solutions,” 2016)
Kotler,
P.
(1999).
Marketing
management:
[analysis,
planning,
implementation, and control] . United States: Pearson Education (US). In-
line Citation: (Kotler, 1999)
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Respected Sir/Madam, I, Omakar Gosai, student of M.B.A from Marwadi Education Foundation’s Group of Institutions, I am conducting survey on ‘’ A Study on Consumer Page 62
Buying Behavior towards Paint ’ as a part of my curriculum. I request you to spare few minutes of your valuable time to fill up this questionnaire. I ensure that information provided by you will be kept confidential and used for academic purpose only. ________________________________________________________________ Name: _________________________________________________ Contact number: ___________________ Residence Area: _________________ Occupation: _____________________ 1) What is the size of your House?
A. 1BHK B. 2BHK C. BHK D. More than 3 BHK 2) What type of house do you own?
A. Flat B. Tenamnet C. Bungalow D. Duplex 3) When did you paint your house last time?
A. Recently B. More than 3 years C. More than 5 years D. Never (new construction)
4) What type of paint was used last time?
A. Cement paint (Snowcem etc..) Page 63
B. Distemper C. emulsion D. other(plz specify) 5) Which brand of paint did you use last time?
A. Barer B. ICI/Dulux/akzo C. Nerolac D. Asian Paints E. Other (Local etc.) 6) At last time did you give your give paint work to contractor which material+Labour or with only labour?
A. Material +Labour B. only labour 7) How did you choose shades of paint last time?
A. Shade cards given by shop B. By your own C. Reference from others house D. Chosen as your contractor told 8) How was your experience during last time ?
A. Very good B. it was ok C. Bad D. Very bad
9) Have you ever heard about wallpapers?
A. Yes Page 64
