Berger Paint Project PDF

Internship Report
Spring 2006
A research to explore customer satisfaction level of customer in context of

Berger Paints Color Bank, Bangladesh.
Submitted by,
Md Assad Kibria (ID #0110234)
Submitted to,
Mr. Sohel Islam

School of Business
Independent University, Bangladesh

April 30th, 2006.
Dated: April 30th, 2006
Mr. Sohel Islam

Internship Adviser
School of Business,
Independent University, Bangladesh.
Baridhara, Dhaka.
Subject: Submission of internship report
Dear Mr. Sohel,
I, being advised to prepare the internship report on the level of customer satisfaction of
Berger Color Bank customers for the successful completion of my Internship. As was
advised, I have successfully completed my report on Customers satisfaction level
analysis of Berger Color Bank users
It gives me immense pleasure to tell you that working on this internship report has given
me a wide range of exposure. To prepare this report, I have faced extensive one to one
interviews with professionals, customers and dealer. It has taught me the value of
patience, and has given me a higher insight on the level of communication in the practical
world.
This report basically gives an overview of the level of customer satisfaction of the Color
Bank users and how different influencing parties can hamper the level of customer
satisfaction. I also had to make recommendation as to how the existing level of
satisfaction could be improved. As this was an actual company project, research was done
on an extensive basis.
It will be a great honor for me if you require me to explain any sort of queries.
Yours Sincerely,
Mr. Md. Assad Kibria

ID # 0110234
ACKNOWLEDGEMENTS
Preparing this report was both exciting and hard work at the same time, it is for the first
time that I had a real life experience working on an actual company project. I would like
to express my gratitude to Mr. Sohel Islam, internship supervisor, School of Business,
Independent University, Bangladesh for providing me with the proper guidance and
support.
I would also like to thank Mr. Tanvir Ahmad, Assistant Marketing Manager, Berger
Paints Bangladesh Ltd., for giving me time in his busy schedule, for providing me
information that was needed to complete the report, and to properly guide me throughout
my internship period.
EXECUTIVE SUMMARY
Satisfying customers are the only way to stay competitive in today's marketplace.
The balancing act between what customers want and what the company can provide must
be optimized in order to maximize companys long-term profits. Berger Paints has done
numerous researches to understand the level of customer satisfaction. They are already in
a good position in the consumers mind but understanding the customers satisfaction
level, will help the company to exceed the present level of customer satisfaction.
However, no such research has been done to understand the level of customer satisfaction
level of Color Bank user.
This study investigates the level of customer satisfaction of Color Bank users, and
what are the different influencing parties (architects, developers, painters and dealers).
On assessing the level of customer satisfaction, what marketing tools, like promotional
efforts and other marketing efforts, are necessary to improve the customer satisfaction
level will be given as recommendation by the researcher.
This study is based on primary data, as no such previous research has been done
to understand the level of customer satisfaction of Color Bank users. The nature of this
study was a qualitative explorative research, and information was gathered through
extensive one-to-one interviews with respondents. The researcher covered the
geographical base of Dhaka city, and samples were selected on a non-probabilistic quota
sampling method.
Upon completion of the research analysis, the researchers understood the level of
customer satisfaction of the customers. The level of satisfaction varied from 60% to
100%. All respondents were highly satisfied with the product quality of Berger Color
Bank. However, they did show concern with the services. They feel that a hotline should
be there to give 24 hours complete support for paint solutions. Also, they were unhappy
with the unavailability of shade cards at the dealers outlets. The researcher also found
that the dealers have tremendous effect on customers. If the dealers are happy, then they
would give all positive efforts in making the customers more satisfied. The dealers were
unhappy with the financial assistance provided by Berger Color Bank.
Professionals like architects and developers also play a major role in influencing
customers. The research analysis suggests that the architects and developers would be
happier if Berger could maintain proper liaison with them. At the moment, the liaison
between Berger and the professionals are good, but their main requirement is to have
access to soft copies of the shade card.
Painters are happy with the product quality and coverage of Color Bank.
However, they did show concern with the quality of Luxury Silk. They require no
assistance from Berger, they are extremely satisfied.
Table of Contents
Page No.
Acknowledgement
Executive Summary
i
ii
Chapter 1: Introduction
Review of related literature
Background of the company
1.2.1 Berger Paints: An overview
1.2.2 Berger Paints: At a glance
1.2.3 Area of operation
1.2.4 Manpower structure
1.2.5 Paint Industry analysis
1.2.6 Distribution coverage analysis
1.2.7 Sales trend
Color Bank at glance
Competitor Analysis
Problem Definition
Research objective
1.6.1 Broad Objective
1.6.2 Specific Objective
Scope of the report
1.7.1 Geographical scope
1.7.2 Technical scope
Limitation
1
3
3
4
5
6
7
16
17
23
24
28
29
29
29
30
30
31
31
2.4
2.5
Chapter 2: Methodology
Research design
2.1.1 Type of research
2.2.2 Nature of research
Research structure
2.2.1 Type of data
2.2.2 Data collection procedure
Sampling plan
2.3.1 Target population
2.3.2 Sampling frame
2.3.3 Sampling unit
2.3.4 Sampling technique
2.3.5 Sampling size
Sample characteristics
Pre-tests
32
32
32
33
33
33
34
34
34
34
35
35
39
39
3.1
Dealers
1.1
1.2
1.3
1.4
1.5
1.6
1.7
1.8
2.1
2.2
2.3
Chapter 3: Analysis
40
3.2
3.3
3.4
3.5
3.1.1 Findings and analysis

3.1.2 Summary of findings
41
47
Customers
3.2.2 Cross-tabulations
Architects
3.3.2 Cross-tabulations
Developers
3.4.1 General Analysis
Painters
49
49
57
62
63
64
71
73
74
74
80
Recommendation
81
Reference
Appendix
Research questions
Calculation
List of figures and tables

Page No.
Chapter 1
Table 1: Market growth trend analysis
Table 2: Category wise paint market size in 2004
Table 3: Projected Market Size 2005
Table 4: Category contribution by Volume & Value
Table 5: Market Share of Gloss Coatings
Table 6: Market Share of Interior Emulsion
Table 7: Market Share of Exterior Emulsion
Table 8: Market Share of Distemper
Table 9: Market Share of Cement Coatings
Table 10: Distribution Coverage of Major companies
8
9
10
11
13
14
14
15
16
16
Figure 1: Geographical Market Size

Figure 2: segments of Paint market
Figure 3: Market share of different companies
Figure 4: Sales Trend Analysis
Figure 5: Channel level
Figure 6: Michael Porters competitive forces analysis
9
10
12
17
19
24
Chapter 3
Table 1: Overall view of Dealers
Table 2: Cross tabulation table for Dealer's satisfaction level
on Color Bank product & service and Dealer's
inspiration about Color Bank.
on CB product & service and Dealer's expectation
on Color Bank shades
on CB product & service and Dealer's satisfaction
on Berger Paints employees behavior
Table 5: Cross tabulation table for Customers satisfaction
level on product and services & Satisfaction on
Color Bank products quality
Table 6: Cross tabulation table for Customer satisfaction
level & satisfaction on Color Bank product and service
level & satisfaction on durability and coverage
of Color Bank product compared to others
level & satisfaction on durability and coverage
of Color Bank product compared to others is high
so it is cost effective.
level & satisfaction on the finishing of the
painting job
Table 10: Overall view of Architects viewpoint of Color Bank
Table 11: Cross tabulation table for Architects satisfaction
level & satisfaction on the Color Bank shades
Table 12: Cross tabulation table for Architects satisfaction
level on CB product & service and their
satisfaction about Berger PR if product quality
is not up to the mark
Table 13: Developers satisfaction Regarding information
Table 14: Developers evaluation about Berger CB service
Table 15: Developers satisfaction regarding product
Table 16: Cross tabulation table for Developers satisfaction
level on CB product & service and Developers
Inspiration about Color Bank.
level on CB product & service and Developers
satisfaction about Berger PR
level & satisfaction on the Color Bank shades
Figure 1: Dealers inspiration to Deal Color Bank
Figure 2: Dealer satisfaction on Color Bank
Figure 3: Commonly purchased brand
Figure 4: Dealers overall evaluation
Figure 5: Overall customer satisfaction level
40
43
44
45
57
58
60
60
61
63
71
72
76
77
77
78
79
79
40
41
42
46
50
Figure 6: Customers perception of Color Bank

Figure 7: Identifying frequency of use
Figure 8: Source of information for clients
Figure 9: Whether sources give desired information
Figure 10: Ways to sole customers queries
Figure 11: Satisfaction with Color Bank process
Figure 12: Berger and professionals relation
Figure 13: Color Bank gives desired shade
Figure 14: Durability of Color Bank products
Figure 15: Cost effectiveness of Color Bank
51
52
53
54
55
56
67
68
69
70
Chapter 1
Introduction
1.1 REVIEW OF RELATED LITERATURE

1.1.1 Customer Satisfaction:
Everyone knows what satisfaction is, until asked to give a definition. Then, it
seems, nobody knows. This quote from Richard L. Oliver (1977), respected expert and
long time writer and researcher on the topic of customer satisfaction, expresses the
challenge of defining this most basic of customer concept. Building from previous
definitions, Oliver offers his own formal definition:
Satisfaction is the consumers fulfillment response. It is a judgment that a product
or service feature, or the product or service itself, provides a pleasurable level of
consumption-related fulfillment.
The word satisfaction first appeared in English during the thirteenth century. The word
satisfaction itself is derived from the Latin satis (meaning enough) and the Latin ending faction (from the Latin facere - to do/make). Early usage centered on satisfaction being
some sort of release from wrong doing. Later citing of the word emphasis satisfaction as
a "release from uncertainty" (The Oxford Library of Words and Phrases, 1993). Modern
usage of the word has tended to be much broader, and satisfaction is clearly related to
other words such as satisfactory (adequate), satisfy (make pleased or contented) and
satiation (enough). The difficulty faced when trying to define any word is that the
meaning often depends on the context in which the word is used. In a marketing context,
satisfaction is used to have a more "specific" meaning.
It appears that there are two basic approaches adopted in attempting to define the
concept of customer satisfaction. Satisfaction can be viewed as an outcome of a
consumption activity or experience; however, it is also represented as a process.
Currently, the most widely adopted description of customer satisfaction is that of a

process; an evaluation between what was received and what was expected (Oliver, 1977,
1981; Olson and Dover, 1979; Tse and Wilton, 1988). By looking at satisfaction as a
process, these definitions concentrate on the antecedents to satisfaction rather than
satisfaction itself. Consequently, much research effort has been directed at understanding
the cognitive processes involved in satisfaction evaluations.
This strand of theory appears to have origins in discrepancy theory (Porter, 1961) and
a number of authors have, over the years, used some form of comparison to model
satisfaction. Early contributions include Contrast Theory (Cardozo, 1965; Howard and
Sheth, 1969), which supposed that consumers would exaggerate any contrasts between
expectations and product evaluations. This was developed into assimilation-contrast
theory (Anderson, 1973). Many studies support the occurrence of assimilation
(Olshavsky and Miller, 1972; Olson and Dover, 1979).
A further point concerns expectations that are defined differently in the satisfaction
and quality literature. In the satisfaction literature "expectations reflect anticipated
performance" (Churchill and Suprenant, 1982, p. 492) made by the customer about the
levels of performance during a transaction. On the other hand, in the service quality
literature, expectations are conceptualized as a normative standard of future wants
(Boulding, Kalra, Staelin & Zeithaml, 1993). These normative or ideal standards
represent enduring wants and needs that remain unaffected by the full range of marketing
and competitive factors. Normative expectations are therefore more stable and can be
thought of as representing the service the market oriented provider must constantly strive
to offer (Zeithaml, Berry & Parasurama, 1993).
Assuming that the customer is capable of evaluating the service performance, the
result is compared to expectation prior to purchase or consumption (Oliver, 1980). In the
past, corporation did not pay much attention to customer satisfaction but were focused
more on attracting new customers to expand their market share. Now, due to lower sales
resulting from product maturity, corporations are turning around to stabilizing their
existing customers to ensure their market share (Dhabolkar & Thorpe, 1994). Thus the
concept of customer satisfaction is under further scrutiny. For the current study, the
definition put forward by Oliver will be the construct, as it is the most appropriate for the
selected study.
1.2 BACKGROUND OF THE COMPANY

1.2.1 Berger Paints Bangladesh Ltd: An Overview
Berger, the market leader in the Bangladesh paint market, is one of the oldest names
in the global paint industry. The company is operating in the paint industry for almost
two centuries. It has its origin in the year of 1706 and from then on the company is
operating with strong adherence to quality and social responsibility.
Initially, Lewis Berger, a German national, founded dye & pigment making business
in England. Lewis Berger & Sons Limited grew rapidly with a strong reputation for
innovation and entrepreneurship culminating in perfecting the process of making Prussian
Blue, a deep blue dye, a color widely used for many European armies' uniform.
Production of dyes & pigments evolved into production of paints & coatings, which till
today, remains the core business of Berger.
Berger grew rapidly by establishing branches all over the world and through merging
with other leading paint & coating companies. Today,
Berger is one of the leading companies in the global paint industry
Berger offers all kinds of painting solutions in decorative, industrial or marine

segment for both decorative and protective purpose
Berger Paints started its sailing into the sea of Bangladesh from pre-liberation era, to
be precise in 1950. The main business flourished in the post liberation phase. In
Bangladesh the major milestones of Berger Paints are given below:
1950 Started operation in Bangladesh by importing Paint from Berger UK

1970 - Establishment of Chittagong Factory
1980 Named as Berger Paints (BD) Ltd. from Jenson & Nicholson (J&N)
1991 BMRE in Chittagong Factory
1995 Establishment of Double Tight Can Manufacturing Plant
1999 Establishment of Most Modern Sate-of-the-Art Paint Production Plant in Dhaka
2002 - Construction of own building for the Corporate Office in Dhaka
2004 Establishment of Powder Coating Plant
1.2.2 Berger Paints Bangladesh Ltd: At a Glance
Own Corporate Office located in Dhaka
2 Factories at Dhaka and Chittagong
7 strategically located Sales Offices throughout the whole country. The locations
of the Sales Offices are shown in a map attached in the annexure
A wide distribution channel reaches the whole country with a network of almost
1000 dealers
Vision and Mission of the company

The vision and mission of Berger Paints Bangladesh Ltd. (BPBL) is very transparent
and tangible. Berger emphasize highly on the ethical commitment to produce benchmark
quality product. The vision and mission statement of the company is:
Vision
We shall remain as the benchmark in the Paint industry by:
being an innovative and technology driven Company consistently delivering world-class
products ensuring best consumer satisfaction through continuous value added services
provided by highly professional and committed team.
Mission
We shall increase our turnover by 100% in the next five years.
We shall remain socially committed ethical Company.
1.2.3 Area of Operation

Berger Paints operates in three broad segments of the paint industry.
Decorative Paint
The objective is to beautify the surfaces with protection from corrosion and
erosion
This business category mainly targets household segment
Products are being offered to the consumers through a dealer network
Products fulfill the aesthetic value of the consumers
Major revenue earning business area of BPBL
Industrial
Tailor made products to cater to the specific needs of customers
Products give protection to the surfaces in extreme situations like severe

hazardous environment, high temperature, movement of heavy materials and
machinery etc.
Direct marketing approach is being used to promote the Industrial Coatings
Main customer groups: Garments Factories, Chemical Plants, Fertilizer

Manufacturing Plants, Consumer Durable Manufacturing Plants etc.
Marine
Products are being offered mainly through Direct marketing approach.
Dock Yards, Bangladesh Navy, Passenger Ships are the main user groups.
Market is mostly concentrated in Dhaka and Chittagong.
1.2.4 Manpower Structure

It is consisted of more than 300 employees of whom about 160 are general workers
and the rest are White Collar employees. These employees are working in different
factories and depots of the company.
The positional hierarchy of the company is as follows:
1. Managing Director
2. Director
3. General Manager (Executive -1)
4. Executive -2
5. Senior Manager
6. Manager
7. Assistant Manager
8. Officer (i, ii, iii, iv) / Management Trainee
1.2.5 Paint Industry Analysis

National Paint Market
Bangladesh paint market had been experiencing a good growth of 8-10% per
annum consistently in the late 90s mainly because of a boom in real estate
development which now seems to have reached a saturation point. Since 1995, the
growth in our paint market has been declining to an estimated rate of 3-4% p.a. and
the trend reveals a point of no growth-foreseen for 2003, there should have a
precautionary signal for further newer investment in this sector. According to the
cement manufacturers of Bangladesh, the cement market is also growing at around
4% p.a., which correlates quite well with our paint market growth data.
A market growth trend analysis for Bangladesh during 1995-2001 is furnished
below:
Year
1995
1996
1997
1998
1999
2000
2001
Volume in 000 ltrs
17940
19374
21311
22590
24850
27086
28170
Growth %
11%
8%
10%
6%
10%
9%
4%
Table 1: Market growth trend analysis
The limited growth up to now in industrialization and per capita income in

Bangladesh has restricted the size of the paint market, which is currently at around Tk.
350-400 crores. However a good number of local paint manufacturing companies (40
organized and at least 50 more in the informal sector) have been operating in this small
market. Quite a few of these companies are producing paints of internationally acceptable
quality and very importantly, the installed single shift production capacity of the local
paint companies is double the present local market demand.
The paint market is still mostly concentrated in the urban areas naturally because the
number of constructions and surface areas are in huge number in the urban side. Urban
side contributes almost 80% of the national paint market. But companies are trying to
penetrate the semi urban and rural market through the economy paints. Contribution of
Urban, Semi-Urban and Rural Market in 2004 is shown in the following figure:
80%
70%
60%
50%
40%
30%
20%
10%
0%
Urban
Semi urban
Rural
Figure 1 : Geographical Market Size
The paint industry can be broadly categorized into four segments: Decorative,
Industrial, Marine and Automotive paints. Industrial paints are basically specially
produced paints, which are used in two ways. Industrial paint is being used in some
industries as the raw material who are the regular consumer of such paints. The segment
uses such paint for the protective and maintenance purpose. Marine paints are produced
specially for the river and sea going vessels and the automotive paints are being used in
the automobile sector. All the rest fall in the decorative category. It covers all the paints
for the exterior and the interior surfaces of plaster, metal and wood. This is the biggest
segment of the paint industry. The category wise existing market condition is given in the
following table:
Category
Value in Crore
Value in Million
Volume in
(BDT)
(US $)
Million Glns
Decorative
325-335
54.20-55.80
8.0-8.5
Industrial
38-40
6.33-6.70
0.94-1.0
Marine
19-20
3.20-3.33
0.47-0.50
382-395
63.70-65.80
9.40-10.00
Total
Table 2: Category wise paint market size in 2004
The Table shows that decorative paint segment is enjoying almost 81% of the
market. The rest is being divided among all the others. It means that still decorative is the
main segment for the paint companies to operate successfully. The second significant
segment is the Industrial segment. But the marine segment is having growth now a days.
The following figure shows the segmentations of total paint market on the basis of the
value in Bangladesh.
Decorative
5% 3%
Industrial
10%
Segments
Contribution
Decorative
0.82
Industrial
0.10
Marine
0.05
Automotive
0.03
Marine
Automotive
82%
Figure 2: Segments of Paint market

The projected broad category wise market size for 2005 is as follows:
Category
Decorative
Value in
Value in
Volume in
Crore (Tk) Million US $ Million Glns
Volume in
Metric Tons
354-365
58.03-59.82
8.7-9.3
39,900-42,500
Industrial
41-44
6.79-7.14
1.0-1.15
4,586-5,050
Marine
21-22
3.39-3.57
0.51-0.55
2,340-2,450
Total
416-430
68.21-70.53
10.2-11.0
46,781-50,000
Table 3: Projected Market Size 2005
The Table shows that Decorative segment is projected to enjoy the highest growth of
8.75% from 2004. The Marine segment is also projected as a significant segment from
the growth perspective. In this sector the projected growth is almost 8.51%. The
Industrial segments projected growth is around 6.38%. The total growth of the paint
market from 2004 to 2005 is 8.51%.
The decorative paint market can be categorized into three segments based on the
ingredients used in the production process: solvent based paints, water based paints and
cement paints. The solvent based category includes gloss coatings, varnishes, primers and
others and the water based paint category includes distemper, interior as well as exterior
emulsions. The detail category wise contribution of the major decorative paints in 2004 is
given below:
Category
Exterior Emulsion
Interior Emulsion
Distemper
Gloss Coatings
Cement Coating
Aluminium Paint
Gloss Primers
Wall Primers
Thinner
Others
Total
Category
Contribution
(Volume wise)
1.98%
13.00%
19.28%
42.21%
14.76%
1.32%
1.49%
1.76%
3.97%
0.23%
100.00%
Category
Contribution
(Value wise)
3.22%
16.92%
13.00%
52.40%
7.30%
1.53%
1.55%
2.26%
1.67%
0.15%
100.00%
Table 4: Category contribution by Volume & Value
The Table shows that Gloss Coatings contribute almost half of the decorative paint
contribution. The Distemper, Cement Coatings and interior emulsions are also
contributing significantly.
Market Share Analysis

At present Bangladesh paint industry has 6 companies who have significant market
share. Berger Paints Bangladesh Ltd. is operating as the market leader and enjoying
almost 45% of national paint market share. The nearest competitor is Sagar Chemical and
Paint Industry Ltd. who resides far below the market leader in aspect of market share.
The following Table shows the present market share of different companies in paint
industry of Bangladesh:
Companies
Market share
BPBL
44.7%
Sagar Chemical & 13.6%

Paint Ind. Ltd.
BPBL
Elite
Pailac
Moon Star Paint Chemical Ind.
Sagar Chemical & Paint Ind. Ltd.
Asian
Roxy
Others
Elite
6.8%
Asian
4.2%
Pailac
5.9%
Roxy
4.8%
Moon
Star
Paint 3.7%
Chemical Ind.
Figure 3: Market share of different companies
Others
16.3%
Total
100%
The Table shows that Sagar Chemical and Paint Industry Ltd, who are mostly known
a Romana Paints manufacturer, enjoying a market share of 13.6% and Elite Paints
market share is 6.8%. A very mentionable point about the national market share of
different companies is, recently the market share of the local companies are declining
whereas the market share of Berger Paints Bangladesh Ltd. is increasing. Added here,
very recently a giant India based multinational paint company Asian Paints has entered
into this market under joint venture investment with Confidence cement Inc Ltd. Another
local company Aqua has launched recently. Asian Paints market share in 2004 is 4.2%.
though the share is not very high but being new entrant their growth is significant. The
market share of the major paint category are given below:
Gloss Coatings Market share

Gloss coating category paints are solvent based paints. This is the major segment of
the total paint industry. It contributes almost 42% of the total decorative paint. Here also
the major player is the market leader of the paint industry Berger Paints Bangladesh Ltd.
The market scenario of the gloss coatings is:
Market Share
Company
Variance
%
2003
(Jan-Dec)
2004
(Jan-Dec)
Berger Paints Bangladesh Limited
23.9
25.0
1.1
Sagar Chemical & Paint Industries Ltd
15.4
14.8
-0.6
Elite Paint & Chemical Ind. Limited
6.2
7.0
0.8
Asian Paints
0.8
2.7
1.9
Table 5: Market Share of Gloss Coatings
The Table shows that BPBL is holding almost 25% gloss coating market share. The
nearest contributor of BPBL is Sagar Chemical and Paint Industry Ltd. Their market
share is 14.8%. But their market share has declined from 2003. All other major player are
enjoying higher market share than 2003.
Interior Emulsion Market share

The market scenario of the Interior Emulsion in 2004 is very contrasting. The market
leader Berger Paints Bangladesh Ltd. is holding almost 60% of the total interior
emulsion market. But BPBL lost 1.2% market share in comparison to 2003. The
following Table shows the share of the interior emulsion by major companies:
Market Share
Company
Variance
%
2003
(Jan-Dec)
2004
(Jan-Dc)
61.5
60.3
-1.2
8.9
12.1
3.2
8.9
7.9
-1.0
Asian Paints
1.6
6.0
4.4
Table 6: Market Share of Interior Emulsion
The nearest market share holder of the BPBL is Sagar Chemical & Paint Industry
Ltd. Their brand Romana is enjoying higher market share than 2003. In 2004 their market
share is 12.1% and the growth is 3.2%.
Exterior Emulsion Market share

The exterior emulsion market is similar to the interior emulsion market. In this
segment of Paint the market leader BPBL is occupying almost 82% of the total market
share. The following table shows the market share of 2004.
Market Share
Com pany
Variance
%
2003
(Jan-Dec)
2004
(Jan-Dec)
75.1
82.2
7.1
1.1
1.2
0.1
17.0
6.3
-10.7
Asian Paints
1.3
7.4
6.1
Table 7: Market Share of Exterior Emulsion
The Table shows that BPBL is enjoying 7.1% positive growth from 2003 to 2004
whereas Elite Paint lost 10.7% of their market share. The domination of BPBL in this
segment is very obvious.
Distemper Market share

The Distemper market is reasonably more settled than other. Here no particular
company is enjoying half of the market share. The market leader BPBL is enjoying
almost 43% market share.
Market Share
Company
Variance
%
2003
(Jan-Dec)
2004
(Jan-Dec)
39.3
42.9
3.6
14.2
12.0
-2.2
7.8
7.8
0.0
Asian Paints
2.1
5.6
3.5
Table 8: Market Share of Distemper
The Table shows that the multi national companies are enjoying growth of the
market share. The local companies are rather loosing their existing market share. Both
Berger and Asian are enjoying almost 3.5%growth than the previous year.
Cement Coatings Market share

The market share of the cement coating is also dominated by the market leader.
Berger is enjoying 63% of the total cement coating market share. The nearest market
share holder is Snowcem Bangladesh Ltd. Their present market share is 16.1%. The
following Table is portraying the scenario of the cement coatings of Bangladesh:
Market Share
Company
Variance
%
2003
(Jan-Dec)
2004
(Jan-Dec)
61.9
63.0
1.1
Snow cem Bangladesh Ltd.
16.5
16.1
-0.4
13.2
12.3
-0.9
Pailac Paint & Chemical Company (PVT) Ltd.

Asian Paints
3.2
3.1
-0.1
1.2
1.4
0.2
Table 9: Market Share of Cement Coatings
The Table shows that the domination of the market leader has increased from year
2003 to 2004 whereas the local companies have lost their little market share.
1.2.6 Distribution Coverage Analysis Major Companies

The distribution reach of the company is set basically on the three broad categories:
Urban, Semi Urban and Rural. The distribution reach is determined without considering
In all the three categories Berger the market leader still maintaining more than 50%
distribution coverage. The standing of the major companies on the basis of the
distribution reach is given below:
Distribution Reach %
Company
Urban
Semi Urban
Rural
National
65.9
62.4
54.9
63.2
56.3
61.8
56.0
57.2
Roxy Paints Limited
39.6
40.0
32.1
38.3
Pailac Paint & Chemical Company (PVT) Ltd.
33.2
35.2
37.0
34.2
Table 10: Distribution Coverage of Major companies
The Table shows that Bergers strength is in the urban and the semi urban areas. In
these parts of the markets Berger reaches almost 35% of the outlets whereas in rural part
of the market they can improve their reach in great extent. In rural part Berger is yet to
explore the 45% of the outlet. Other than Sagar Chemical & Paint Industry all the local
paint companies are relatively strong in the semi urban and rural areas.
1.2.7 Sales Trend

The sales trend of six years till 2004 is given in the following graph:
Sales Trend
(In Value, Million US$)
30.00
25.00
20.00
15.00
10.00
5.00
0.00
Value
Growth %
1999
2000
2001
2002
2003
2004
15.85
18.96
21.46
22.17
24.86
28.15
19.58%
13.19%
3.33%
12.12%
13.25%
Figure 4: Sales Trend Analysis
The graph shows that the sale is always in the positive growth. The growth is
accelerated from 2004 and in last two years it achieves more than 12%growth. By value
the sales in 2004 is almost double of the sales of year 1999.
Preparing Marketing Mix
Market Segmentation
For segmenting total paint market, Berger uses more than one basis. Initially, total
business of the Co. is segmented on the basis of customer types. Berger segments total
market as Decorative, Industrial & Marine. Then, Decorative group is further segmented
on the basis of surface types- wooden, metal & concrete. Again, sub-class of the total
paint market is sliced on the basis of Internal & External surface category. At the last
step, price segmentation is used to create a number of small niches Premium, Regular &
Economy- in the market.
Product
Berger is committed to offer quality products that satisfy consumers ultimate desires
from paints with the help of state-ofart technology. Berger always believes in one step
ahead in offering new product to create more value for customers money. Berger
outsmarts other competitors of the market through its one step ahead policy and
innovative market offers. Berger is trying to fill up all holes of the market through
offering a wide range of products to meet the needs (Premium to Economy Paints) of
different types of users and to solve the different types of functional requirements
(Industrial, Decorative & Marine). Berger Bangladesh offers approximately 600 SKU
including variations within basic product groups. Due to shift in market growth trends
Berger is trying to establish itself in the economy segment of the paint market.
Price
Generally Berger follows cost based pricing method. After calculation of the total
manufacturing cost (Direct & Indirect RM cost, Direct & Indirect Labor cost and
Manufacturing overhead cost) and adds 20% GP to get the price point of the product. But
this is not the rule of thumb in pricing the Berger products. Competitor based pricing
policy is also followed as well because of the increased competition in the paint market.
Place/Distribution
Berger follows the direct distribution policy to make the paints available in the
market. Berger distributes paints through its own sales force. Distribution activities of
Berger in all over Bangladesh are covered by 7 (Seven) strategic depots. *One level,
mainly, and *two level-channel, to some cases, are used by the Berger Paints for
Decorative products. Zero level channel, personal selling, is also used for grasping the
project offers.
SALES DEPOT
OF BERGER
DEALERS
DEALERS
CUSTOMERS
Figure 5: Channel level

In one level channel, Bergers sales force delivers paints to the dealers from where
ultimate users purchase paints. In the two-level channel, some major dealers dominate the
paint market in the region where they are located. Small dealers collect paints from the
large-scale dealers. Ultimate users buy paints from these small dealers.
Promotion/Communication Mix
Advertising
Electronic media: Paints of Berger are promoted in the market through electronic media
mainly in BTV and Cable Channels. Through these ads not only the overall Berger
products are offered but also the individual brands are promoted. Through radio Berger is
trying to reach those potential targets that are not easily reachable by the BTV or
Satellite.
Print Media: During daytime mostly in the office market potentials have little
opportunity to go through the electronic media. Rather, they are used to go through the
newspapers, magazines and other periodical publications. So Berger has taken the
initiatives to attract peoples attention through print media to some extent. Moreover,
brochures, shade cards and other paint related information in printed form are delivered
to the dealers, potential customers, painters and other targeted potentials to make them
interested /more interested toward Berger products.
Billboard: Berger efforts also move to grasp the potentials attention and to increase the
frequency of exposure toward Berger products while they are on the way to their
destinations.
Sales Promotion
Berger offers different types of incentives for consumers and traders of the paint
market. Trade promotion occurs more frequently than consumer promotion. Because,
success in this market highly depends on the traders involved channeling the paints from
producers to consumers. Traders are highly influential in the market because of long
purchase cycle time (app. 3 years) of paints, technical aspects of the paints & etc. Shop
boys are also included within the discursion of traders. Moreover, painters, end user of
paint, play important roles in purchase decision of the paint. So, Berger offers incentive
to create a favorable attitude towards the paints of Berger. Incentives offered to different
groups that have impact on paint purchase decision by Berger to stimulate sales are
discussed below:
With a view to boost up sales various gift items are offered to consumers for buying
Berger paints. Sometimes, gifts are offered for buying more volume.
In the decorative business category paints are offered to the dealers at 5% discount
on MRP of the all products.
Dealers of all over the country except Dhaka & Chittagong are entitled to enjoy 30
days credit facility provided that these dealers are registered. Dealers of these two
areas enjoy the credit facility of 37 days for all products of the Co.
For creating a loyal, motivated dealer group Berger arranges dealers meet in which
some exclusive dealers are invited for 3 / 4 days to visit an exclusive location. And
the total program is sponsored by Berger paints.
For selling more Berger products a turnover incentive is offered to them.
If dealers buy more than a specified volume in one invoice they are rewarded with
exemption of certain percentage on total monetary value of invoice. The amount
exempted is deducted during the cash payment of amount due to him or at the time
next time purchase.
Each registered dealers of Berger has to achieve a yearly sales target set by Berger to
enjoy TOC (Turnover Commission), a percentage on total yearly sales.
Berger facilitates the dealers with a signboard displaying the identity of the outlet.
To create a shop boys favorable attitude towards Berger products, cash incentives are
offered to them.
To increase the sales of the companys paints attempt is taken by Berger to create a
loyal painter group who will favor the Berger paints through offering cash coin within
the containers of paint.
To collect the orders from projects sales force visits different newly constructed
projects.
Publicity:
Young Painters Art competition
Young Architects Award
Sponsoring Delta Break Housing Fair
Public Relations:
Sales personnels visit to dealer
Communicate with the initiators of different projects.
Prolink division of Marketing Department communicates with various groups

(engineers, architect and etc.) related with paint business. Generating consumer
pools for sales.
1.3 COLOR BANK AT A GLANCE

Berger Color Bank introduces the global way to paint with an unlimited choice of
shades to match customers taste-instantly. Color Bank is a new venture of Berger Paints
started by Mr. R. R. Khan, Dcor manager of Berger Paints Home Dcor, in 1997. The
basic concept behind launching Color Bank was to reduce SKUs and provide a variety of
shades. Berger Color Bank can provide any shade, from a dark color to light colors in just
5 minutes.
Berger Color Bank uses superior imported colorants and the world renowned tinting
technology of Italtinto, Italy. Berger Color Bank has an unique Tintovision software
which allows customers to see infinite color combinations on the screen of the computer.
Products of Color Bank includes:
Robbialac Plastic Emulsion Classic
Robbialac SPD Super

Weather Coat Smooth Classic
Robbialac Synthetic Enamel Gold
Luxury Silk Splendour
Robbialac Easy Clean
Robbialac Pearl Lustre Finish
Woodkeeper Finesse
1.4 COMPETITOR ANALYSIS OF COLOR BANK

The only competitor facing Berger Color Bank is Asian Paints Color World. At
the moment, the advantage Berger is experiencing is the generic nature of Color Bank,
similar to what Honda has been able to, as in being successful in making Honda a generic
name for all motor cycles. Through survey, the most common finding was that when
people generally visit Asian paints store, they refer to the Color World option as Color
Bank. Store owners in the Color World outlets are in constant challenge in attempting to
fix such a generic word of the market.
This competitive analysis identifies:
The primary competitor (Asian Color World)
Their objectives and reaction patterns
The market leader strategies to be followed.
Threat of new
entrants
Low (except for Asian
Color World, no other
competitor)
Rivalry
Threat of
supplier power
Low
Has their own
R&D
Aggressive
Not numerous
Color Bank 17 outlets
Threat of buyer
power
Color World 6 outlets
Low
Threat of
substitutes
Low
Color World is new
Figure 6: Michael Porters competitive forces analysis for Berger Color Bank
The above table describes the Porters five forces competitive model. Each of the five
factors is explained below in details.
Threat of new entrants The threat of new entrants is relatively low, as Asian
Color World is the only competitor for Berger Color Bank.
Threat of rivalry Asian Color World is an aggressive competitor. It already has

six outlets all over the city, and has already captured the Uttara market with 2
outlets, whereas Berger Color Bank has only one outlet in Uttara. However, they
do not have as many outlets as Berger Color Bank. Berger Color Bank has 17
outlets in Dhaka, and numerous outlets outside the city. Thus the threat of rivalry
is low.
Threat of substitutes- It is low as Asian Color World is the only substitute and
they are new in the market. However, during surveying the architects, there has
been word in the market that Elite Paints have similar color variety, and is
providing numerous shades. They have not started dealing in retails outlets yet.
Threat of supplier power- It is low as Berger Color Bank has their own Research
and Development unit, and raw materials are flown in from abroad.
Threat of buyer power- It is low as switching cost is moderate in terms of

company reputation, quality, and 3000 more shade availability.
Objectives of the competitor

Asian Color World is a division of a larger company, Asian Paints. Although one
useful assumption is that competitors strive to maximize profit, the parent company is
running it for growth.
Reaction patterns
Different companies react differently to competitive assaults. Some are slow to
respond, others respond only to certain types of attacks. According to Henderson, much
depends on the industrys competitive equilibrium. He says that:
If competitors are nearly identical and their living in the same way, then their
competition equilibrium is unstable. If Asian Color World addresses a price cut,
then equilibrium will be upset.
If a single major factor is the critical factor, then the competitive equilibrium is
unstable. Berger Color Bank is a relatively old concern and has been in the
market for the last eight years dated 1998. The nature of existence of Berger in
the paint industry for over a decade has achieved a cost breakthrough through
economies of scale, and experience. In such a scenario, Berger Color World can
cut price and win market share experience at the expense of Asian Color World.
This would create competitive equilibrium instability and prove an advantage for
Berger.
Market-leader strategies
Many industries contain one firm that is acknowledged market leader. Berger Color
Bank has the largest market share in the relevant product market. Remaining number one
calls for actions on three fronts. First, Berger must find ways to expand total market
demand. Second, they need to protect its current market share through good defensive
and offensive actions. Third, Berger can try to increase its market share, even if market
size remains constant.
Expanding the total market share
New users- Every product has the potential to attract buyers who are unaware of
the product or who are resisting it because of price. Berger can search for new
user among three groups: those who might use it but do not (market-penetration),
those who have never used it (new-market segment strategy), or those who live
elsewhere (geographical-expansion strategy)
More usage- A third marketing strategy is to convince people to use more product
per use occasion.
Defending market share

At the moment, Berger Color Bank is not facing as much competition from Asian
Color World. But in the near future, if it does so, Berger can adopt the position
defense and flank defense strategies. Position defense strategy would mean that
Berger build a superior brand power and make the brand almost impregnable.
Berger Color Bank already has an advantage of Color World with the availability
of shades. Color Bank is providing almost 3000 shades more than Color World.
Introducing color recognition software would increase the availability to much
more.
In a flank defense strategy, Berger should erect outpost to protect a weak front or
possibly serve as an invasion base for counterattack. Berger can increase price by
Tk. 1 on one of its most purchased brand, like Weathercoat exterior. They could
then use the increased revenue from the regular product and use it for advertising
Color World products.
Expanding the market share

The actual market share of Color Bank product is yet to be estimated. The
percentage of market share by Asian Color World is unknown to the researcher. A
study by the Strategic planning institute (called Profit Impact of Market Strategy,
or PIMS) found that a companys profitability, measured by pretax return on
investment (ROI), rises with its relative market share of its served market.
1.5 PROBLEM DEFINITION

Management Problem:
Satisfying customers are the only way to stay competitive in today's marketplace.
The balancing act between what customers want and what company can provide must be
optimized in order to maximize companys long-term profits. Berger Paints Bangladesh
Ltd already is in a good position in the consumer mind but by understanding the customer
satisfaction level, it will help the company to exceed the present level of customer
satisfaction. The management currently has a lack of knowledge of the customer
satisfaction level of Color Bank users, and how to improve the level of customer
satisfaction.
Research problem:
This research would investigate the level of customer satisfaction level of Color
Bank users and what are the different influencing parties (architects, developers, painters
and dealers). On assessing the level of customer satisfaction, what marketing tools, like
promotional efforts and other marketing efforts, are necessary to improve the customer
satisfaction level.
1.6 RESEARCH OBJECTIVES

1.6.1 Broad objective:
To assess and find out whether the customers are satisfied (to what extent) with the
product or services of Color Bank.
1.6.2 Specific objective:
Whether the customer are loyal to buy Berger Color Bank product.
Whether Color Bank can build the relationship with the target customer and the
dealer through their products.
specifiers through their products.
painters through their products.
Find out the source of information.
Find out the customer satisfaction level in consideration to the product quality.
Find out the customer satisfaction level in consideration to the service of Berger
Color Bank.
Whether Berger can create awareness in the consumer mind.
Whether the dealer can penetrate in the market for Berger Color Bank products.
Whether the dealer are capable of maintaining the relationship with the target
customer.
Whether specifiers (architects, developers, painters) can create awareness for

Berger Color Bank product in the consumer mind.
1.7 SCOPE OF THE REPORT

1.7.1 Geographic Scope:
The researcher will be focusing on the customer satisfaction level for Berger Color
Bank products (to what extent they are satisfied) concentrating Dhaka city. To make this
survey more extensive, the researcher divides Dhaka city into some group (based on
locality).
Population
Area of a Dhaka City
Consumer
Dealer
Architects
Developer
Banani,Gulshan,Baridhara,Uttara,Fakirapul,
Kodomtoli,Purana paltan,Dhanmondi,
Mohammadpur,Shantinagar,Shamoli,Kakrail,Niketon,
Moghbazar,Gulshan-2,Malibagh,,Chowdhurypara,
Mirpur-10,Uttara,Mirpur road opposite side of Dhaka
college,Banani,
Dilkusha,Malibagh Chowdhury ,Uttara
Mohakhali,Gulshan,Banani,Mohammadpur
Lalmatia,Eastern Plaza, Sonargaon Road
Dhanmondi,Indira Road.
Gulshan,Dhanmondi,Panthapath.
Painters
1.7.2 Technical Scope:

The researcher will consider the knowledgeable respondents, basically who make the
purchase decision within Dhaka city. For that reason we divided the total population in to
some group.
The knowledgeable respondents.
Dealers
Painters.
Expertise (Arechitechs,Engineers)
1.8 LIMITATIONS
This present study is limited by a number of factors.
The sample population is limited in terms of its range and composition.
Non response error this type of error occurs when the researcher cannot
locate the pre-designated sample element to be studied. Two sample element
were out of reach and inaccessible. Their address could not be found in the
customer database, and also they did not receive phone calls. Sample
substitution could not be possible as the sampling frame was limited.
The research was limited by time and cost.
Chapter 2
Methodology
2.1 RESEARCH DESIGN

2.1.1 Type of research
The task of business research is to generate accurate information for use in decision
making. Business research is defined as the systematic and objective process of
gathering, recording, and analyzing data for aid in making business decisions. There are
two types of research.
Basic research is intended to expand the boundaries of knowledge itself or verify
the acceptability of a given theory.
Applied research is conducted when a decision must be made about a specific reallife problem. Applied research encompasses those studies undertaken to answer questions
about specific problems or to make decisions about a particular course of action or
policy.
This research type is basic research as we are trying to expand our boundaries of
knowledge of the level of customer satisfaction of Color Bank users.
2.1.2 Nature of research

When a researcher has a limited amount of experience with or knowledge about a
research issue, exploratory research is a useful preliminary step that helps ensure that a
more rigorous, more conclusive future study will not begin with an inadequate
understanding of the nature of the management problem. The purpose of an exploratory
research is intertwined with the need for a clear and precise statement of the recognized
problem. Exploratory research has two interrelated purposes, to diagnose a situation and
discover new ideas. Much, but certainly not all, exploratory research provides qualitative
data.
This research is a qualitative exploratory research, as it is an initial research
conducted to clarify and define the nature of a problem. It is qualitative as the results of
this research focuses on words and observations, instead of numbers and mathematical
analysis.
2.2 RESEARCH STRUCTURE

2.2.1 Type of data
This research will not be focusing on any secondary data, as no such preview
research has been conducted in context of Berger Paint Color Bank. This research will
work with only primary data.
2.2.2 Data collection procedure

There are three types of method, survey, observation and experiment. Data is
collected through survey method. For the survey method, the researcher will use
unstructured personal interview. A questionnaire is kept in hand of the interviewer to aid
the interview process. A personal interview is a form of direct communication in which
an interviewer asks respondents questions in a face-to-face situation. There are several
advantages of personal interviews.
Probing complex answers.
The opportunity for feedback.
High participation.
Item non-response the technical term for an unanswered question on an

otherwise complete questionnaire.
2.3 SAMPLING PLAN

The sampling technique is a cross-sectional study as the data is collected at a single
point in time.
2.3.1 Target population

The user of Color Bank in the geographical base of Dhaka city
2.3.2 Sampling Frame
List of household (Customers who have used Color Bank) of Dhaka city. This
will be provided from Berger Paint Home Dcor.
List of architects, dealers and developers of Dhaka city, which will be provided
by Berger Paints.
There is no such sampling frame for painters.
2.3.3 Sample unit

Sampling unit consist of the respondents. For that reason we divided the total
population in to some group.

9 Higher Upper class.
9 Upper Class.
9 Upper Middle Class
Dealers
Painters.
Expertise (Architects, Engineers).
2.3.4 Sampling technique

The sampling will be non-probability quota sampling. In quota sampling, the
researcher tries to classify population by pertinent properties, determining desired
proportion of sample from each class.
2.3.5 Sample size

We are considering the knowledgeable respondents basically who make the purchase
decision for (Berger Color Bank) within Dhaka city. For that reason we have divided the
total population in to some group.

9 Higher Upper class.
9 Upper Class.
9 Upper Middle Class.
Dealers
Painters.
Expertise (Architects, Engineers)
Dealers
The total number of Berger paints Color Bank dealer is 17. As advised by Berger
Paints, 60% of the sampling frame will be sufficient to fully cover the dealers of Dhaka
city. The detail of the area wise distribution of dealers is given below. We have selected
the 10 dealers based on judgment.
Sl no.
Area
Number
Moghbazar
Gulshan-2
Uttara
Mirpur
Banani
Narayanganj
Sonargong
Total
10
Sample Size for the Dealers: 10
The detail addresses and other required information regarding dealers is provide by
Berger Paints Bangladesh limited. It is expected and assumed that 4 interviews can be
done in one day. So within 3 days we can cover all the dealers.
Architects
The list of architect was given to the researcher by Berger Paints. Out of the 33
architects, 60% of the sampling frame was considered, ie 20. The detail of the area wise
distribution is given below. The 20 architects were selected based on judgment.
Area
Name
Dhanmondi
Number
5
Ar. Nahas Ahmed Khalil ,

Ar. Shaila Joarder
Ar. Nishat Afrose
Ar. Enamul Karim Nirjhar

Ar. Dewan Shamsul Arif
Ar. Riad Rouf,
Ar. Tarique Hasan
Banani
Ar. Arifur Rahman

Ar. Rizwana
Gulshan
Ar. Md. Arefeen Ibrahim
Ar. Nusrat Jahan

Uttara
Ar. Samia Latif,Uttara

Ar. Sayeda Sultana ,Uttara
Ar. Syed Safiullah,Uttara

Moghbazar,
Malibagh,Dilkusha
PWD
Ar. Karuzzaman Khan Apu,Uttara

Ar. Mainul Quader Tito
Ar. Mahbuba Haque Shikha
Ar. Farzana Rahman (Rita)
Ar. Farukul Islam
Ar. Golam Nasir
3
2
Total
20
Sample Size for the Architects: 20

Developers
As we are considering only Dhaka city, five developers were selected for data
collection based on judgment.
Sl No.
Name & Area
Number
Dhanmondi
Alien Properties
Panthapath
Assurance Development
Urban Design & Development
Sheltech LTD
Gulshan
Asset Development
Holdings LTD
Total
Sample Size for the Developers: 5

Customers
The list of customers was given to the researcher by Berger Paints. Out of the 43
customers list of Color Bank users, 60% of the sampling frame is 26. However, 26 of the
respondents in the list were previously interviewed. The remaining 17 respondents is
considered the sample size for customers. Out of judgment, the researcher has included 4
more customers of Color Bank in increase the sample size. The detail of the area wise
distribution is given below.
Sl. No
Area
Number
Uttara
Gulshan, Banani, Niketon
Baridhara, Mohakhali DOHS

3
Pura Paltan, SHantinagar, Kakrail,
Fakirapul, Siddeshwari
4
Shymoli
Dhanmondi, Mohammadpur, Lalmatia
Total
23
Sample Size for the Customers: 23
Painters
The sample size of the painters is 5. The painters were selected on a judgment basis,
by understanding the experience level of painters.
2.4 SAMPLE CHARACTERISTICS

Demographic
Age
30-40, 41-50
Occupation
Businessman, Managers, homemakers,

Architects, Engineers, Painters, Officials
Social Class
Upper class, upper middle class
Behavioral
User status
Loyalty status
Readiness stage
Regular user, first time users

Medium, strong
Aware, informed, interested,
2.5 PRE-TESTS
Pre-tests are trial runs with a group of respondents for the purpose of detecting
problems in questionnaire instruction or design. Pre-testing was done with 2 customers
and 2 architects, and the questionnaire re-modified. The re-modified questionnaire was
asked for approval from Berger Paints. Berger Paints approved the re-modified
questionnaires.
Chapter 3
Results
3.1 DEALERS
Dealers inspiration to deal with Color Bank
others
Variety of Color-A
ABCD = Variety of
Color, Demand,
Quality, Goodwill
Others = profitability,
ABCD
uniqueness.
Figure 1: Dealers inspiration to Deal Color Bank
Berger Paints Bangladesh has introduced a new era in the painting world. As the
market is dynamic and very much unique in nature, consumers are very much attracted
by Color Bank option as they can get any desired color within 5 minute. Here we try to
find out the factors that inspire the dealers to deal with Color Bank. From the above chart
we can see that:
40% of the total respondents are attracted by Variety of Color, Demand, Quality,
and Goodwill.
40% are attracted by the profitability, uniqueness of Color Bank option.

Satisfied
Partially satisfied
Satisfaction with Color Bank

Satisfaction with product
Satisfaction with service
Overall satisfaction
Level of interaction with client

Should be better
Table 1: Overall view of Dealers
Dissatisfied
The above table clearly shows a summary of the satisfaction level of dealers with
Berger Color Bank. The detailed analysis below will be sorted in the above mentioned
category.

Satisfaction with Color Bank system
Dealers satisfaction on CB system
Valid
Total
Frequency
Percent
Valid
Percent
Yes
90
100
No
10
10
100
Dealers satisfaction on Color Bank

no
yes
Figure 2: Dealer satisfaction on Color Bank
This table determines how many dealers are satisfied with the Color Bank
manufacturing process and their frequency of satisfaction regarding the Color Bank
process. From the above table we find that about 90% of the total population is very
much satisfied with the Color Bank manufacturing process.
Satisfaction with product
Figure 3: Commonly purchased brand
This table shows us which product has more demand in the market. Here we find
that Robbialac Plastic Emulsion Classic and Weathercoat Smooth Classic have high
demand in the market.
Here RPEC = Robbialac Plastic Emulsion Classic.
WKE = Weathercoat Smooth Classic.
Table 2: Cross tabulation table for Dealer's satisfaction level on Color Bank product &
service and Dealer's Inspiration about Color Bank.
Dealer's Inspiration about
CB
Variety of
Color
Hi Satisfy
Count
% of Total
Dealer's satisfaction level

on CB products &
Satisfy
services
Dissatisfy
Count
% of Total
others
ABCD
10.0%
10.0%
20.0%
40.0% 20.0%
70.0%
10.0%
10.0%
10
1
10.0%
Count
% of Total
Total
Count
% of Total
Total
2
20.0%
40.0% 40.0% 100.0%
In the case of Dealers inspiration and Dealers satisfaction: 20% of the dealers
are highly satisfied with variety of color and availability of Color Bank base. 40 % of
the dealers are satisfied with variety of color, Demand, Quality, Goodwill of Color Bank
Product and service. On the other hand we observe that 10 % of the dealers are
dissatisfied with the unavailability of Color Bank bases, shade card, high price of Color
Bank product.
They keep this Color Bank option in their outlet as it is profitable for them.
It has huge demand in the consumer mind.
More over through Color Bank consumer can get their desire color so they have to
keep the Color Bank option in their store.
Satisfaction with service
Table 3: Cross tabulation table for Dealer's satisfaction level on CB product & service
and Dealer's expectation on Color Bank shades
Color Bank give desired color
Hi Satisfy
Your
expectation
about Color
Bank product
and service is
satisfactory
Satisfy
Dissatisfy
Total
yes
others
Total
Count
% of
Total
20.00%
0.00%
20.00%
Count
% of
Total
60.00%
10.00%
70.00%
Count
% of
Total
0.00%
10.00%
10.00%
Count
10
% of
Total
80.00%
20.00%
100.00%
In the case of Dealers Satisfaction and Dealer's expectation on Color Bank

shades 20 % of the dealers said yes and they are highly satisfied with the Color Bank
shades and 60% of the Dealers told that they are satisfied but sometimes the base and
shade cards are not available.
The table below shows the following about the satisfaction as a product of
expectation about Color Bank product and service and the dealer's satisfaction on Berger
Paints employees behavior if color quality is not up to the mark:
Highly Satisfied 20% of the dealers
Satisfied 70% are satisfied
Others 10% of the dealers. They are unhappy as they do not receive timely
response from Color Bank when they request for Color Bank base, Shade Card
Table 4: Cross tabulation table for Dealer's satisfaction level on CB product & service
and Dealer's satisfaction on Berger Paints employees behavior
Dealer's satisfaction on
Berger Paints employees
behavior if color quality is
not up to the mark
Yes
others Total
Your
expectation
about
Color
Bank
product
and service
is
satisfactory
Total
Hi
Satisfy
Satisfy
Dissatisfy
Count
% of
Total
Count
% of
Total
Count
% of
Total
Count
% of
Total
20.00%
7
0.00%
0
20.00%
7
70.00%
0
0.00%
1
70.00%
1
0.00%
9
10.00%
1
10.00%
10
90.00%
10.00%
100.00%
Overall Satisfaction
Customer satisfaction level

according to Dealers
Hi Satisfy
30.0%
Satisfy
70.0%
Dealers overall satisfaction

Dissatisfy
Hi Satisfy
10.0%
20.0%
Satisfy
70.0%
Figure 4: Dealers overall evaluation
The above two pie charts clearly explains to overall satisfaction level of dealers
and the customer satisfaction level from the dealers point of view. We can see that 20%
of the dealers are highly satisfied, and 70% of the dealers are satisfied with the overall
product and service of Color Bank. Only 10% of the dealers are not satisfied with the
service of Color Bank, as they believe that they are not receiving proper financial
assistance.
The other pie chart shows the level of customer satisfaction from the dealers
point of view. Dealers feel that 30% of the customers are highly satisfied and 70% of the
customers are satisfied with Color Bank. The three reason that dealers put forward are:
The get the desired shades in less than 5 minutes.
Huge variety of shades.
A new concept and it is unique in nature.

From our survey we find that Dealers are important customers of Berger Paints Color
Bank option, as they are an important buffer between the customers and Berger Paint.
From our analysis, we realized that the dealers are not proactive in making the customers
knowledgeable, as they fail to convince customers to buy Color Bank option from their
outlet. During our visit to Asma traders, one customer was asking for Color Bank option
and its features. The interviewer realized that the customer was looking for a product
which is easily washable, and Color Bank Easy Clean product was the perfect choice. But
the dealers approach was not enthusiastic in nature to motivate the customer to purchase
Easy Clean.
They keep this Color Bank option in their outlet as it is profitable for them. At the
same time, there is a huge demand for Color Bank products in customers minds.
This are the two reasons the dealers are inspired to deal with Color Bank.
According to the dealers, customers are not that much aware of the product
variety, product feature and functionality of Color Bank.
Dealers are not that much happy with the financial support. Financial support
refers to extend due date, give credit facility, discounts. They want more shade
cards.
They told that competitors helps them more in terms financial assistance. Berger
Paints is already in a good position and they successfully can keep good relation
with the Dealers but their approach should be more dynamic and more prompt.
From our point of view Dealers play a vital role to attract consumer and they are
the one who can convince people buying behavior. During our survey in (Asma
dealer outlet) we find that a client ask for a good branded Color and he ask for
Color Bank option but the owner dont want to motivate them to buy Color Bank
option what is
The price of an exclusive product like Color Bank is high at the moment. The
coverage and durability is higher than other products. Thus Color Bank options
are cost effective. Majority of the dealers agree with the above mentioned
statement.
Depending on the situation, the consumer purchase behavior varies. According to

the dealers perception, light colors are preferable for the household consumption,
and deep colors are preferable for industrial purpose.
Berger Paints should give leaflet to the customer so that consumer can get idea
about the Color Bank manufacturing process and about the products.
Color Bank product feature, attributes, uniqueness and its quality helps them to
retain their customer.
Dealers need to improve their approach in selling the Color Bank option, for
which Berger should give more emphasis towards the dealers.
Dealers are satisfied with the Color Bank process. According to the dealers,
customers are also satisfied with Color Bank. 70% dealers say that they are highly
satisfied, and 30% dealers say that customers are satisfied.
About 77.8% dealer told that Color Bank profit margin is higher than regular
product. Where 11.1% of the total dealer told that Cost of Color Bank product is
high but as the demand is more for Color Bank product in the consumer mind so it
is profitable for them.
Surface preparation is important according to the dealers, but majority of the

dealers do not inform customers of proper surface preparation. They only inform
if the customers inquire about the procedure.
Berger Paints should give leaflet to the customer so that consumer can get idea
about the Color Bank manufacturing process.
3.2 CUSTOMERS
3.2.1 Finding and analysis
Overall level of satisfaction
Overall Satisfaction level for Berger Color Bank

Frequency
Percent
Valid
Percent
Yes
35
35
No
Yes - 90% to 100%
35
35
Yes - 80% to 89%
10
10
Yes - 70% to 79%
Yes - 60% to 69%
10
10
Total
20
100
100
Overall satisfaction level for Berger Color Bank
Yes - 60% to 69%

Yes - 70% to 79%
Yes
Yes - 80% to 89%
No
Yes - 90% to 100%
s
Figure 5: Overall customer satisfaction level
Here we find that about 95% of consumers are satisfied with the overall product
and service of Berger Color Bank. Only 5% of the customers are not satisfied with the
product and service of Berger Color Bank. Out of the 95%, 60% of the customers are
highly satisfied and their satisfaction level range from 60% to 100%.
Customers perception of Berger

Frequency
Percent
Valid
Percent
Color Bank
35
35
Quality
11
55
55
Smart
Unique
Total
20
100
100
Customers' perceprtion of Berger

Unique
Smart
Color Bank
Quality
Figure 6: Customers
perception of Color
Bank
The researcher tried to find out the customers perception about Berger Color Bank
by using the word association technique. The researcher asked the respondents what they
think when they hear the word Berger. From the research findings, we find that 55%
client told about quality, 35% told about Color Bank, and 5% of them think about
uniqueness. The researcher would like to increase the 35% level of customers who
perceive Berger and only Color Bank.
Satisfaction regarding Information

This means the extent to which the customers are satisfied with the information
they receive from different sources for Color Bank. The different sources could be TV
ads, newspapers, magazines, billboards, and dealer outlet. The researcher has set this
criterion in order to have a better understanding of the pros and cons of Berger Paints
informative promotional campaign for Color Bank, and to learn the feedback of
customers. The following frequency tables established a true picture.
Are you a regular user of Berger Color Bank product?

Frequency
Percent
Valid
Percent
Yes
16
80
80
No
20
20
Total
20
100
100
Figure 7:
Identifying
frequency of use
Here we find that 80% of the total consumers are regular user of Color Bank product.
According to them:
They are satisfied with the quality of Color Bank product. But Berger should be
more dynamic in promoting their product.
They should give leaflet about their product feature, usage and about the Color
Bank manufacturing process. So that they get proper knowledge on Color Bank
option.
The way client learn about Color Bank

Valid
Percent
Frequency
Percent
TV - D
10
50
Others - E
50
5
D+E
35
35
B+D
C+D
Total
20
100
100
A = Dealers
B = Painters
C = Architects
D = TV ads
E = Others (Home dcor, relatives)
The way clients learn about Color Bank

C+D
5.0%
B+D
5.0%
TV - D
D+E
50.0%
35.0%
Others - E
5.0%
Figure 8: Source
of information
for clients
According to the clients, they are mainly attracted by the TV commercials. Other
sources the customers mentioned were relatives and Home Dcor. During the interview,
the customers have included some of their views
They said that TV ads should be more informative and rather provide
infomercials.
Only a mere 5% of the respondents mentioned that the telephone number given in
the advertisement is out of reach at times.
Above mentioned source give you desired information

Frequency
Percent
Valid
Percent
Yes
16
80
80
No
20
20
Total
20
100
100
Figure 9: Whether sources give required information
From the above graph we find that we find that 80% client told that the sources give them
right information. Overall, customers are satisfied with the sources of information.
Satisfaction regarding Job-taking
Figure 10: Ways to solve customer queries
The above chart explains the real scenario. Here we find that about 22.2% told that in
the dealer outlet there should be sufficient shade card, 11.1% told that in the outlet Berger
should keep samples for color. From our survey we get some extra view of the
consumers
In Home Dcor the number of manpower should be more.
Berger should give a brief idea about their product earlier.
Berger Paints should develop a package. The package should include purchase
of paint, decision making, providing painter, complete painting solution.
Customer would prefer this as they think it will reduce time effort from their end.
Since Berger has a good reputation in the market, they feel that the package
would reduce customer efforts. They would not mind paying a little extra.
Process of Color Bank is satisfactory

Frequency
Percent
Valid
Percent
Yes
18
90
94.7
No
5.3
Total
19
95
100
Total
20
100
Process of Color Bank is satisfactory

No
Yes
Figure 11: Satisfaction with Color Bank process
From the survey we have computed that about 94.7% of the total consumers are
satisfied with the manufacturing process. The extra information we gathered from the
customers is that they would want the Color Bank process a bit faster in the Mirpur area
dealers shop. However, overall customers are satisfied with the job-taking. The only
improvement they would need would be a complete paint solution package.
3.2.2 Cross tabulation

Findings related to product and service
Table 5: Cross tabulation table for Customers satisfaction level on product and services
& Satisfaction on Color Bank products quality
Satisfaction on
Color Bank
products quality
Yes
Highly Satisfied
Satisfied
Satisfaction
level.
Highly
dissatisfied
Total
No
Total
Count
% of Total
0.45
0.45
Count
10
10
% of Total
0.5
0.5
Count
% of Total
0.05
0.05
Count
19
20
% of Total
0.95
0.05
In the case of Customers overall satisfaction and satisfaction on product quality,

45 % of the customers said yes and they are highly satisfied with the Product quality. On
the other hand we observe that 50 % of the customers said yes and they are satisfied with
the product quality. We also observe that 5% said no and they are dissatisfied with the
product quality.
The reason the 5% of the respondents are dissatisfied is sated below.
Plastic Emulsion is not appropriate for Air-conditioned room as the color texture
does not suit the environment.
Table 6: Cross tabulation table for Customer satisfaction level & satisfaction on Color
Bank product and service
Color Bank product and service satisfy your
expectation
Yes 90% Yes - Yes - Yes to
80% 70% 60%
to
to
to
100
Yes
No
89% 79% 69% Total
%
Count
Highly
Satisfied
% of Total
Count
Satisfied
% of Total
2
10.00
%
6
30.00
%
1
5.00
%
5
25.00
%
1
5.00
%
1
5.00
%
Count
Satisfaction
level.
Highly
dissatisfied
Total
% of Total
1
5.00
%
2
10.00
%
1
5.00
%
% of Total
Count
9
45.00
%
7
35.00
%
1
5.00
%
10
50.00
%
1
5.00
%
7
35.00
%
2
10.00
%
1
5.00
%
2
10.00
%
20
100.0
0%
In the case of Customers overall satisfaction level and satisfaction on product and
service, 10 % of the customers said yes and they are highly satisfied with the overall
product and service of Color Bank, 30% of the customer said yes and their satisfaction
level is (90-100) %, 5% of the total customer said yes and their satisfaction level is (8089) % so we can find that out of 100% customer 45% customers are highly satisfied
with Color Bank product and services.
25 % of the customers said yes and they are satisfied with the overall product and
service of Color Bank, 5% of the customer said yes and their satisfaction level is (90-100)
%, 5% of the total customer said yes and their satisfaction level is (80-89) % .5%
customers satisfaction level is (70-79) %,10% customers satisfaction level is (69-70) %
so we can find that out of 100% customer 50% customers are satisfied with Color Bank
product and services.
On the other hand we observe that 5% of the customers said no and they are
highly dissatisfied with the product quality. We also observe that 5% said no and they are
dissatisfied with Color Bank product and services.
This 5% customer told that they are dissatisfied and they told thatIn case of service:
They want more man power and they must be efficient and the worker must
maintain their time.
The phone number that is given for Home Dcor service must be active every
time.
Berger should have a contract package (paint product, manpower)
They require a hotline customer care service. The existing Home Dcor online
consultant is not reachable at all times.
Include weekend leaflets with the newspaper.
In case of product:
The chemical composition of the paint product is not environment friendly.
The advertisements should be more informative. They require information

regarding the functionality of the product (bases structure, feature, manufacturing
process and about the product usage).
Table 7: Cross tabulation table for Customer satisfaction level & satisfaction on
durability and coverage of Color Bank product compared to others
Durability and coverage of Berger CB compared to
others
Highly Satisfied
Satisfaction
level.
Satisfied
Highly
dissatisfied
Very
high
3
Count
% of Total
16.70%
Count
% of Total
22.20%
5.60%
Total
8
44.40%
9
50.00%
50.00%
% of Total
% of Total
Very
low
Count
Count
Total
No
difference
1
High
5.60%
5.60%
13
18
16.70%
72.20%
5.60%
5.60%
100.00%
In the case of Customers overall satisfaction and satisfaction coverage and

durability, out of 100 %, 44.4 % of the customers said highly satisfied with the coverage
and durability of Color Bank product On the other hand we observe that 50 % of the
customers said they are satisfied and the coverage and durability of Color Bank product is
high. We also observe that 5.6% said they are highly dissatisfied with the coverage and
durability of Color Bank product is very low.
Table 8: Cross tabulation table for Customer satisfaction level & satisfaction on
durability and coverage of Color Bank product compared to others is high so it is cost
effective.
Use of CB, compared to other
brands is cost effective
Yes
Highly Satisfied
Satisfaction
level.
Satisfied
Highly
dissatisfied
Total
Count
% of Total
Count
% of Total
Count
% of Total
Count
% of Total
No
Total
1
5.90%
9
52.90%
7
41.20%
1
5.90%
16
17
94.10%
5.90%
100.00%
9
52.90%
7
41.20%
In the case of Customers overall satisfaction and satisfaction coverage and

durability, out of 100 %, customer 52.9 % of the customers said yes and they are highly
satisfied with the coverage and durability of Color Bank product. On the other hand we
observe that 41.2 % of the customers are satisfied with the coverage and durability of
Color Bank product is high. We also observe that 5.9 % said no and they are highly
dissatisfied with the coverage and durability of Color Bank product is high. Thus
according to them, as the durability and coverage is high, they say that Color Bank
products are cost effective.
Table 9: Cross tabulation table for Customer satisfaction level & satisfaction on the
finishing of the painting job
After the painting job is fully
done, did it meet your expectation
Highly
Satisfied
Satisfaction
level.
Satisfied
Highly
dissatisfied
Total
Highly
Satisfied
Satisfied
Count
% of
Total
25.00%
20.00%
Count
% of
Total
10.00%
35.00%
Highly
dissatisfied
Count
% of
Total
5.00%
Count
11
% of
Total
35.00%
55.00%
5.00%
In the case of Customers overall satisfaction and satisfaction on the finishing of

the painting job, out of 100 %, customer 25 % highly satisfied customers are highly
satisfied with the overall painting job. 20% highly satisfied customers are satisfied with
the overall painting job. We can also see that 5% dissatisfied customers are also
dissatisfied with the overall painting job. So we can assume that finishing of painting has
a considerable effect on customer satisfaction.
The clients think that prices should be less.
Berger should have a contract package (paint product, manpower)
Some Color Bank users who have also used Berger illusions have mentioned that
Home Dcor need to maintain their time. Some has mentioned that at times, due
to unavailability of bases at the dealers outlet, they have to wait a long time (7-10
days) before getting their desired shades.
According to one client, desired color did not match the actual color. After the
painting job, the color was darker.
Mrs. Mahfuz suggested that the chemical composition of the paint product is not
environment friendly. That is why she thinks that there is sogginess in the wall
even after a proper surface preparation.
The advertisements should be more informative. Basically infomercial would be

better. They require information regarding the functionality of the product (bases
structure, feature, manufacturing process)
They require a hotline customer care service. The existing Home Dcor online
consultant is not reachable at all times. They would prefer something like the
Grameen Phone customer care call-center where they can call 24/7 for complete
paint solutions.
Customers want the outlet to be more presentable.
They require more shades, shades in between the existing shades.
Provide gift hampers to valued customers. Some elite respondents from the
Gulshan, Banani area expressed such a desire. They say that Berger could be
doing niche marketing and target certain group of clients and give them
decorative gift hampers.
Include weekend leaflets in more magazines.
They require shade cards. The dealers outlet that they visit does not usually
provide them with shade cards. (details of customers visits to dealers outlet)
3.3 ARCHITECTS
Satisfaction
Satisfied Dissatisfied
Information
Berger
Dealers
Job-Taking
Dealer
Berger
Product
Quality
Durability
Shades of color
Finish & Feel
Table 10: Overall view of Architects viewpoint of Color Bank
The table above depicts the overall summarized satisfaction of architects.

Satisfaction in information means whether or not the architects are receiving proper
information from Berger and Dealers regarding Color Bank, and after receiving, whether
or not they are satisfied with the information. Satisfaction in job-taking means that
whether or not Berger or Dealer outlets are properly handling orders for paint. Their
efficiency in handling order determines the satisfaction of Architects. Satisfaction in
product means whether or not Architects are satisfied with the product quality, durability,
shades of color, finish and feel.

Satisfaction regarding information
Source of information
Frequency
Percent
Valid
Percent
PR from
BP - A
12
57.1
60
TV Ads - D
14.3
15
Other - E
9.5
10
A+B+C+D
4.8
Here,
A+B
Total
4.8
A+D
4.8
Total
20
95.2
100
21
100
A = PR from Berger
B = Dealer
C = Painters
D = TV ads
E = Others (relatives,
friend, magazines)
Here we try to find out the way they learn about Color Bank. The above table
depicts that 60% know from the PR from Berger Paints, 15% knows from the TV ads,
rest of the 5% client knew from Painters, relatives, friend, magazines. The table below
shows whether the source of information was adequate.
Whether source of information was sufficient

Frequency
Percent
Valid
Percent
Yes - A
17
81
85
A+C
9.5
10
B+C
4.8
Total
20
95.2
100
21
100
Total
Here we try to find out whether the Architects get idea about the Color Bank
manufacturing process at the first glimpse of knowledge. The above table represent that
85% Architects knew earlier at their first glimpse.
Satisfaction in Job-taking
Complain received by Berger employees
Total
Frequency
Percent
Valid
Percent
Yes
14
66.7
70
No
23.8
25
Others
4.8
Total
20
95.2
100
21
100
Complain recieved by Berger

80
60
40
Percent
20
0
Yes
No
Others
Here we find that about 70% of the Architects are satisfied with the service of Color
Bank and 25% are not satisfied with the service. Here others mean:
They usually dont complain as the quality is up to the mark and they dont have
any problem with the product.
Sometimes Berger is not cooperative, so they dont bother complaining.
Even after they complained, Berger takes too much time to reply. For instance,
one such architect said that he ordered Weathercoat, and they took 7-10 days to
reply.
Relation between Berger and Architects
Yes - Highly
Satisfied
Yes Satisfied
Yes Indifferent
Yes Dissatisfied
No
Total
Frequency
Percent
Valid
Percent
28.6
28.6
33.3
33.3
28.6
28.6
4.8
4.8
4.8
4.8
21
100
100
Relation between Berger and Architects

No
Dissatisfied
Indiffernt
Highly Satisfied
Satisfied
Figure 12:
Berger and
professionals
relation
From the above graph, we find that majority of the architects are satisfied with the
level of services received from Berger Paints regarding Color Bank. Berger is
maintaining good Public Relations with all but few of the architects, which proves to be
an added effort in a good level of satisfaction from the architects end.
Architects say that they are satisfied with the way dealers and Berger carry out the
job taking. The only thing that majority of the architects mentioned was that service
could be made prompter.
Satisfaction regarding product
Color Bank system gives desired color
Total
Frequency
Percent
Valid
Percent
Yes - A
15
71.4
71.4
No - B
9.5
9.5
A+C
14.3
14.3
B+C
4.8
4.8
21
100
100
Color Bank gives desired color

B+C
A +C
No - B
Yes - A
Figure 13: Color

Bank gives desired
shade
Here we find that 71.4% of the Architects told that Color Bank gives desired color
and 14.3% told that Color Bank gives desired color but some times the color varies. Thus
we can say that satisfaction regarding shades of color is high.
Durability and coverage of Berger CB compared to others

Frequency
Percent
Valid
Percent
Very High
33.3
33.3
High
10
47.6
47.6
No difference
19
19
21
100
100
Total
Figure 14:
Durability of
Color Bank
products
Here we find that 47.6% told that coverage of Color Bank product is high and
33.3% told that coverage is very high, 10% told that there is no difference between Color
Bank and others color. On average, we can draw a conclusion that architects are satisfied
with the product durability and coverage.
Color Bank cost effective or not
Total
Frequency
Percent
Valid
Percent
Yes
17
81
85
No
14.3
15
Total
20
95.2
100
21
100
Color bank cost effective or not
No
Yes
Figure 15: Cost

effectiveness of
Color Bank
Here we find that 81% told that use of Color Bank products are cost effective and
14.3% told that use of Color Bank products is not cost effective. Cost effectiveness
comes from durability. We tried to find out whether architects think that although the
prices of Color Bank product may be higher than regular product, in the long run it
becomes cost effective as the durability and coverage is more that other products.
3.3.2 Cross tabulation

Table 11: Cross tabulation table for Architects satisfaction level & satisfaction on the
Color Bank shades
CB system give desired color
Yes - A
Yes - 90%
to 100%
Overall product
and service
satisfy your
expectation
about CB
Yes - 80%
to 89%
Yes - 70%
to 79%
No
Total
No - B
Total
A+C
B+C
Count
% of
Total
25.00%
10.00%
5.00%
40.00%
Count
% of
Total
30.00%
30.00%
Count
% of
Total
10.00%
5.00%
15.00%
Count
% of
Total
5.00%
5.00%
5.00%
15.00%
Count
14
20
% of
Total
70.00%
10.00%
15.00%
5.00%
100.00%
In the case of Architects, overall satisfaction and satisfaction with Color Bank
shades: 25 % of the Architects said that Color Bank gives desired color with (90-100) %
satisfaction level. 10% of the customer told that Color Bank gives desired color but some
times color varies. 30% customer told that Color Bank gives desired color with (80-89)%
satisfaction level. On the other hand we observe that 5% told that they are not satisfied
with the Color Bank shades.
According to them:
Some times Colors vary.
Colors sometimes do not match with the shades card.
They told that Ash variations are there but not up to the mark.
Mauve, Pitch, and brown colors are not up to the mark.
IT- 135, &IT-301 doesnt match with the shade card.
In Weather Coat Yellow color is not up to the mark.
Table 12: Cross tabulation table for Architects satisfaction level on CB product &
service and their satisfaction about Berger PR if product quality is not up to the mark
Your complaint received by the
employees if quality is not up to the
mark
Yes - 90%
to 100%
Overall product
and service
satisfy your
expectation
about CB
Yes - 80%
to 89%
Yes - 70%
to 79%
No
Total
Total
Yes
No
Others
Count
% of
Total
36.80%
5.30%
42.10%
Count
% of
Total
21.10%
5.30%
26.30%
Count
% of
Total
15.80%
15.80%
Count
% of
Total
10.50%
5.30%
15.80%
Count
14
19
% of
Total
73.70%
21.10%
5.30%
100.00%
In the case of Architects satisfaction and satisfaction with Color Bank shades:
36.8 % of the Architects said that service of Berger employees are satisfactory with (90100) %satisfaction level. 21.1% said that service of Berger employees are with (80-89) %
satisfactory level. 15.8 % are satisfied with the service of Berger employees with (70-79)
% satisfaction level. On the other hand we observe that 10 % told that they not satisfied
with the service of Berger employees. And 5% Architect told that
The service should more prompt.
They do not tell them about the products attributes properly.
Dealers need to clean the tinting machine nozzle
They do not usually get the shade cards.
Berger should inform them about their new features and functionality.
Berger should have frequent get-together with architects, like every 2 months
(educating them about surface preparation, product features, functionality and
product attributes)
On new surface, architects say that they cannot use Luxury Silk. They prefer Elite
paint.
There is a product color mismatch if the same shade is repurchased.
One such architect mentioned that 80% of the shades in Color Bank is unusable
and shocking. He says he could not find Mouve, peach, and dusty color shades at
the Dealer outlet.
Most of the architects were not aware of the fact that Color Bank options can be
purchased at a regular price if the shade is ordered as a regular product.
Concrete grey is not available in the market Said by Ar. Bulbul. And the IT135
does not match with the shade card.
They require quarter litre to half liter sample, or a equivalent of painting a 1

square feet by 1 square feet sample size.
They should open outlets outside Dhaka, specially Sylhet.
Ar Annie happy with the product quality of Plastic Emulsion.
Majority were happy with the product quality, and the PR communication of
Dhaka Sales, Pro Link Manager.
SPD and Weathercoat have very little color variation.
They feel that price should be less.
3.4 DEVELOPERS
3.4.1 General Analysis
Overall satisfaction on Product and service
Color Bank product & service satisfy your expectation
Hi satisfy
Satisfy
Total
Frequency
1
5
6
Percent
Valid
Percent
16.7
16.7
83.3
83.3
100
100
Above table represent that 83.3% Developers are satisfied with Color Bank and
their satisfaction level is 16.7% are highly satisfied with Color Bank product services.
Developer inspiration to deal with CB

Frequency
Percent
Valid
Percent
Variety of
color-A
50
50
ABCD
33.3
33.3
Others
16.7
16.7
100
100
Total
Berger Paints Bangladesh has introduce a new era in the painting world .As the
market is dynamic and very much unique so consumers are very much attract by Color
Bank option as they can get any desired color within 5 minute. Here we try to find out the
factors that inspire the dealer to deal with Color Bank.
Here,
ABCD = Variety of Color, Quality, Reputation, Demand.

Others = It includes profitable, uniqueness, availability.
From the above chart we find that
50% of the total respondents are attracted by Variety of Color.
33% are attracted by the Variety of Color, Quality, and Reputation of Color
Bank option.
16.7% are attracted by uniqueness, availability of shades.
Berger keep good relation with you
Total
Frequency
Percent
Valid
Percent
Hi satisfy
16.7
16.7
Satisfy
66.7
66.7
Indifferent
16.7
16.7
100
100
The above table mentions that 16.7% of the developer are highly satisfied with
Bergers service, 66.7% are satisfied with service.
Discussion on Developers findings
Inspiration for
dealing
Do you
generally
specify CB
shades
Availability of
Color Bank
shades
Factors that
satisfied dealer
Service of
Berger PR is
satisfactory
CB system give
desired color
Reason
variety of color-A
ABCD
others
Yes
No
% of satisfaction
50
33.3
16.7
66.7
33.3
For Color Bank base is very much

important.
90
variety of color-A
demand-B
ABCD
others
20
20
40
20
Yes
No
83.3
16.7
Yes
No
83.3
16.7
Table 13 Developers Satisfaction regarding Information
The above table represents the real picture of Developers satisfaction regarding
information that they get from Berger Color Bank. Here we mainly try to find out the
factors that satisfied Developers expectation about Color Bank and the information that
is also beneficial for Berger Paints. We find that Developers are satisfied enough.
CB product &
service satisfy
Reason
Hi satisfy
satisfy
% of satisfaction
16.7
83.3
ur expectation
Berger keep
good relation
with you
Hi satisfy
satisfy
indifferent
Berger receive
ur complain
against quality
Yes
No
16.7
66.7
16.7
83.3
16.7
Table 14 Developers evaluation about Berger Color Bank service
From the above table we try to illustrate Developers evaluation about Berger
Color Bank service. Here we find that Developers are satisfied with the overall service
of Color Bank.
Reason
Durability &
coverage of CB
is better than
others
Use of CB is
cost effective
CB price
compare to
other is
CB price is
higher than RP
why CB is
preferable
very high
high
no difference
% of satisfaction
16.7
66.7
16.7
Yes
other
83.3
16.7
V high
high
no difference
16.7
66.7
16.7
variety shades-A
demand-B
quality-C
ABCD
40
20
20
20
Table 15: Developers satisfaction regarding product evaluation

From the above table we try to illustrate Developers satisfaction regarding
product evaluation (durability, coverage, shade availability etc). Here we find that
Developers are satisfied with the overall service of Color Bank.
Critical analysis on Developer
Table 16: Cross tabulation table for Developers satisfaction level on CB product &
service and Developers Inspiration about Color Bank.
Developer inspiration to deal
with CB
variety
of
color-A
Rank your
satisfaction
level
Hi
satisfy
satisfy
Total
Total
ABCD
others
Count
% of
Total
16.70%
16.70%
Count
% of
Total
33.30%
33.30%
16.70%
83.30%
Count
% of
Total
50.00%
33.30%
16.70%
100.00%
In the case of Developers inspiration and Developers satisfaction: here we can

find that 16.7% of the developers are highly satisfied with the variety of color of Color
Bank option. 33.3% of the developers are satisfied with the variety of color of Color
Bank option, 33.3% of the developers are satisfied with the variety of color, Demand,
Quality, Goodwill of Color Bank option. So we can find that out of 100% developer 83.3
% of the developers are satisfied with variety of color, Demand, Quality, Goodwill of
Color Bank Product and service.
Table 17: Cross tabulation table for Developers satisfaction level on CB product &
service and Developers satisfaction about Berger PR
Service of Berger
PR is satisfactory
yes
Rank your
satisfaction
level
Hi
satisfy
satisfy
Total
Total
no
Count
% of
Total
16.70%
16.70%
Count
% of
Total
66.70%
16.70%
83.30%
Count
% of
Total
83.30%
16.70%
100.00%
In the case of Developers satisfaction in Berger PR and Developers satisfaction

with Color Bank product and service: 83.3 % of the developers are Satisfied with the
service of Berger PR. On the other hand we observe that 16.7 % of the developers are
Highly satisfied with the service of Berger PR.
Table 18: Cross tabulation table for Developers satisfaction level & satisfaction on the
Color Bank shades
CB system give desired
color
yes
Hi satisfy
Rank your
satisfaction level
satisfy
Total
Total
others
Count
% of
Total
16.70%
16.70%
Count
% of
Total
66.70%
16.70%
83.30%
Count
% of
Total
83.30%
16.70%
100.00%
In the case of Developers satisfaction and Developers satisfaction with Color

Bank product: 16.7 % of the developers are Highly satisfied with the Color Bank shades.
On the other hand we observe that 83.3 % of the developers are Satisfied with the Color
Bank shades.
3.5 PAINTERS
All the painters are satisfied with the product quality and service of Berger Color
Bank. There was some concern regarding the Berger Putty. They commented that the
Berger Putty is too hard. Another comment was that they were unhappy with the product
Luxury Silk of Color Bank. They say that they cannot use Luxury Silk Color Bank
product on new surfaces. According to their experienced opinion, they say that after
application, the paint peels off in two or three months.
They feel that all customers are satisfied with the product and service of Color
Bank. Customers want a variety of shades, and Color Bank is providing it. The painter
usually recommended Berger Color Bank product based on their class segment of the
customers. If the customers are from a upper class of upper middle class segment, they
recommend Color Bank products. Otherwise, they recommend Berger regular products,
or cheaper substitutes of other availing paint companies.
RECOMMENDATION
Berger Paints Color Bank has a huge demand in the market and the customers are
very much satisfied with it. Berger Paints main motive is to increase the customers
satisfaction level, like if the customers are 100% satisfied then Berger would like to
increase the satisfaction level to 120%.
The researchers broad objective for this research was to find the level of
satisfaction of customers for Color Bank. The researcher also included the different
influencing parties that affect the level of customer satisfaction. It is of common
understanding that if dealers are satisfied, then there will be a positive force in attempting
to influence and satisfy customers. Such can be said for the other influencing parties like
the architects, developers, and painters.
Relationship with customers and dealers

From the analysis and findings, we saw that 20% of the dealers are highly
satisfied, and 70% of the dealers are satisfied with the overall product and service of
Color Bank. Only 10% of the dealers are not satisfied with the service of Color Bank, as
they believe that they are not receiving proper financial assistance. At the same time,
dealers feel that 30% of the customers are highly satisfied and 70% of the customers are
satisfied with Color Bank. The dealers think that the basic three reasons for the customers
to be satisfied are capability of getting desired shade, huge variety of shade, and Color
Bank is a new concept.
Relationship with customers and architects
According to architects, customers are not bothered with the type paint being
used. 90% of the customers are not fully aware of the different functionality of the Color
Bank. These 90% of the customers usually reside in the upper-class and upper middle
class of the society. They are fully dependent on the architects. Thus the researchers
recommendation to reach architects clientele is through architects. If architects are
satisfied, then only they would recommend Berger instead of other paint brand in the
market. In their opinion, their clients are fully satisfied with Berger Color Bank option.
There has been no complaint from their customers end.
Relationship with customers and developers

As the research sample frame was constricted to only 6 developers, the research
analysis and findings show that the developers are satisfied.
Relationship with customers and painters

Painters are fully satisfied with Berger Color Bank. The most common complain
they have mentioned is that the quality of Luxury Silk is not up to the mark and that of
the regular product is of better quality. However, their level of interaction with the
customers is limited. This means that they are not proactive in recommending Berger
Color Bank option. They recommend paint on the budget of the clients. If the client is
from an upper-class segment, then they have no problem is recommending the Color
Bank option. If the client has a fixed budget, then they recommend cheaper substitutes,
and they often mix paint manually to get desired color.
Customers overall satisfaction
95% of the customers are satisfied with the overall product and service of Color
Bank. The breakdown of the satisfaction level is shown below.
Satisfaction level 90% to 100% - 35%
Satisfaction level 80% to 89 10%
Satisfaction level 70% to 79% - 5%
Satisfaction level 60% to 69 10%
Satisfied 35%
The most common feedback of customers is as follows:
The clients think that prices should be less.
According to one client, desired color did not match the actual color. After the
painting job, the color was darker.
They require more shades, shades in between the existing shades.
They require shade cards. The dealer outlet that they visit does not usually
provide them with shade cards.
They require hotline service.
Common factors
Dealers need to improve their approach in selling the Color Bank option, for
which Berger should give more emphasis towards the dealers.
From our point of view Dealers play a vital role to attract consumer and they are
the one who can convince people buying behavior. During our survey in (Asma
dealer outlet) we find that a client ask for a good branded Color and he ask for
Color Bank option but the owner dont want to motivate them to buy Color Bank
option.
The dealers said that competitors helps them more in terms of financial
assistance. Berger Paints is already in a good position and they successfully can
keep good relation with the Dealers but their approach should be more dynamic
and more prompt.
Architect and customers alike do not usually get the shade cards.
Architect and customers require quarter liter to half liter sample, or an equivalent
of painting a 1 square feet sample size.
Architect and customers feel that price should be less.
Recently, every business sector is becoming service oriented. Berger Paint has a
well established product in the market and is enjoying a high market share. In such a
scenario, Berger can now fully concentrate on providing a good service in the Color Bank
sector to improve satisfaction level, create new customers, and retain existing customers.
From the analysis, the researcher has realized that the main reason of Color Bank usage is
its color variety. Asian Color World is similar in nature, but they only have six outlets in
Dhaka, and have a shade range of 2000+. In both cases, Berger is well ahead of Asian
Color World.
The areas where Berger can focus are on its promotional campaigns, such as
advertising and Public relations. This research extracted information regarding the
technical knowledge of Color Bank users. They seem to be very knowledgeable
regarding Color Bank and are fully satisfied. But they seem to lack information regarding
the different functionality feature of Color Bank products like coverage, opacity,
durability and usage of bases. In such a scenario, Berger could launch infomercials where
such specific areas are properly highlighted. The infomercials could take the same pattern
as the TeleBrand infomercials. Some customers in Gulshan and Banani area suggested
that they were really happy when Standard Chartered gave them gift items through a
home delivery service. Such an act by Standard Chartered is considered as niche
marketing where a target customer segment is highlighted for promotional offers. Berger
could adopt a similar approach and target the upper-class segment of Gulshan and
Banani, and give them gift items quarterly. Berger could also target few new customers
of the same area and give them gift item. This would make customers feel special and the
positive word of mouth, a factor of customer loyalty, can be achieved in the upper-class
segment. The researcher however recommends that this should be done on a trial basis,
for a year long period. If the outcome is not fruitful, Berger can always terminate the
idea.
Second, Berger Paints could buy color recognition software, with an attached
color code reader. The nature of the software will be such that upon recognition, the
percentage of colorants will be automatically identified. The percentage of colorants can
then be fed into the Color Bank software, and the desired composition of shade will be
produced by the mixture of either one of the three bases. Customers and especially
architects still feel that there should be more shades in the Color Bank process. They
require in between shades. Such software would increase the variety of shade Color Bank
is offering, and at the same time keep customers more satisfied.
Third, dealers are always complaining that they are not receiving proper financial
assistance. We have already established that dealers are a major party to influence
customers to purchase Berger Color Bank products. If they are satisfied, then customers
will be satisfied. The existing RPRS (Regular payment rebating scheme) of 40/10/3% and
60/15/2% could be reconstructed to 40/5/3% and 60/10/2%. Additionally, the ATAB
(additional target achievement bonus) could be increased upon the assessment of dealers
sales activity. A one year period should be used for proper evaluation of the dealers,
whether or not they are making proper used of the improved financial benefits. Upon
assessment of the dealers after one year, few inefficient dealers could be terminated of
the new RPRS and ATAB. This would increase competition within the dealers, and thus
increase productivity.
Fourth, Color Bank could provide price discounts to few selected customers
through different dealers outlet. The selection could be made on the basis of purchase
history and frequency of purchase.
And lastly, Dealers outlet should be more presentable and there should be
enough room from where customer can easily choose color.
References
Journals
Anderson, R.E, 1973, "Consumer dissatisfaction: the effect of disconfirmed expectancy
on perceived product performance", Journal of Marketing Research, 10, 38-44.
Boulding, W, Kalra, A.,, Staelin, R., Zeithaml, V.A., 1993, "A dynamic process model of
service quality: from expectations to behavioural intentions", Journal of
Marketing Research, 30, 7-27.
Cardozo, R.N, 1965, "An experimental study of consumer effort, expectation and
satisfaction", Journal of Marketing Research, 2, 244-9.
Churchill, G.A, Surprenant, C, 1982, "An investigation into the determinants of customer
satisfaction", Journal of Marketing Research, XIX, 491-504.
Dabholkar, P. A., & Thorpe, D. 1. (1994), Does customer satisfaction predict shopper
intentions, Journal of Consumer Satisfaction, Dissatisfaction and Complaining
Behavior, 7(291), 161-71.
Howard, J.A, Sheth, J.N, 1969, The Theory of Buyer Behavior, John Wiley & Sons, New
York, NY.
Oliver, R.L, 1977, "Effects of expectation and disconfirmation on post-exposure product
evaluations: an alternative interpretation", Journal of Applied Psychology, 62, 4,
480-86.
Oliver, R.L. (1980). A cognitive model of the antecedence and consequences of

satisfaction decisions, Journal of Marketing Research, 17, 46-9.
Oliver, R.L, 1981, "Measurement and evaluation of satisfaction process in retail setting",
Journal of Retailing, 57, 25-48.
Olson, J.C, Dover, P, 1979, "Disconfirmation of consumer expectation through product

trial", Journal of Applied Psychology, 64, 179-89.
Olshavsky, R.W, Miller, J.A, 1972, "Consumer expectations, product performance and
perceived product quality", Journal of Marketing Research, 9, 19-21.
Porter, L.W, 1961, "A study of perceived need satisfaction in bottom and middle
management jobs", Journal of Applied Psychology, 45, 1-10.
Tse, D.K, Wilton, P.C, 1988, "Models of consumer satisfaction: an extension", Journal of
Marketing Research, 25, 204-12.
Zeithaml, V.A., Berry, L.L, Parasuraman, A, 1993, "The nature and determinants of
customer expectations of service", Journal of the Academy of Marketing Science,
21, 1-12.
Books
Marketing Management, 11th Edition, by Philip Kotler
Business Research Methods, 8th Edition, by Donald R. Cooper & Pamela S. Schindler
Business Research Methods, 7th Edition, by William G. Zikmund.
Website
http://www.bergerbd.com
Appendix
Research Questions
Questionnaire
(Customers)
Broad objective: To assess and find out whether the customers are satisfied (to what
extent) with the product or services of Color Bank.
1. Are you a regular user of Berger Color Bank product?

Yes / No.
2. Why did you go for Color Bank product?
3. How did you learn about Color Bank?
Dealer.
Painters.
Architecture
TV Commercial.
Other.
4. Did the above mentioned source give you desired information?
Yes
No
5. In which way Berger Color Bank can satisfy your queries?
6. Does the process of Color Bank satisfy you?
Yes
No
7. Who did the purchase job?

a. Yourself.
b. Family.
c. Painter.
d. Architecture.
e. Others
8. Who and what factors work behind your decision making?........................................
9. How did you take the price of Berger color Bank compare to other competitors is
Very high.
High.
No difference.
Low.
Very low.
10. Color Bank product price are higher then regular product. Why did you go for
Color Bank?
11. Are you satisfied with the Color Bank product quality? Why?
Yes
No
If yes then rank your satisfaction level
Highly satisfied.
Satisfied.
Indifferent
Dissatisfied.
Highly Dissatisfied.
13. Berger Color Bank option is available in every store.
Very close to the office/Home

Close to the Office/home
Far from the office/home
Very far from home
14. After the painting job is fully done, did it meet your expectation? If yes , how
much? If not, why?
Yes (Highly Satisfied/ Satisfied)

No (Dissatisfied/ Highly dissatisfied)
15. Dealer/ Home Dcor sales end are always willing to help you?
Yes - prompt
No - slow
16. Did you recommend Color Bank to others? Do they really purchase?
Yes
No
17. Dealers can provide the Color Bank product whenever you order.
Yes
No
18. Is your complaint well received by the Berger Color Bank employees if the color
quality is not up to your expectation?
Yes
No
19. Surface preparation is very much important
Yes
No
20. Berger Color Bank can solve customer expectation properly and quickly.
Yes
No
21. Berger Color Bank provides you the relevant information regarding their services
through advertisements or Home Dcor.
Yes
No
22. Coverage of Color Bank products (per liter) are satisfactory.
Yes
No
23. Charges and quality of Color Bank products are better than others.
Yes / No
24. Durability of Berger Color Bank compared to others

a. Very high
b. High
c. No difference.
d. Low
e. Very low.
25. As the durability of Berger Color Bank compared to others is more, so it is cost
effective?
(Yes/No)
26. In your opinion, is there any area that Berger Paint can improve them to operate
even better in Color Bank. How?
27. Do the overall product and service satisfy your expectation about Color Banks?
Why?
a. Highly satisfied..
b. Satisfied..
c. Indifferent...
d. Dissatisfied.....
e. Highly dissatisfied..
28. What is your overall evaluation and perception of Berger Color Bank.
Questionnaire
(Dealer)
Broad objective: To assess and find out whether the customers are satisfied (to what
extent) with the product or services of Color Bank.
1. What inspires/encourages you to start dealing with Berger Color Bank products?
2. Are you a regular dealer of Berger Color Bank shades?

a. Yes
b. No
3. Why do you prefer to deal with Color Bank products instead of other products?
4. Are you satisfied with the services?

a. Yes
b. No
4a. If yes, please specify which particular area you are satisfied with.
4b. If no, please specify which particular area you are unsatisfied with.
5. What else do you require from the company?
6. What percentage of Color Bank sales contribute in the total sales?
7. Which product, regular or Color Bank is more profitable for you?
8. Color Bank product price are higher than regular product, why do you go for Color
Bank products?
9. Which type of customer segments are targeted for Color Bank?

a. Upper class
b. Upper middle class
c. Middle class
d. Lower middle class
10. Are the customers aware of the Color Bank products?
a. Yes
b. No
c. Others
10a. If not, which area do you think they are lacking?
....
11. Are you satisfied with the Color Bank manufacturing process?
a. Yes
b. No
If no, comment on your answer
12. What do customers do when Berger Color bank option is not available at your store?
13. What factors helps you to retain your old Color Bank customers?
14. How do you entertain your new customers?
15. Are they usually knowledgeable about Color Bank.

a. Yes
b. No.
If no, please specify...
15a. What do you do to make them more knowledgeable?
15b. Are they usually price conscious?

a. Yes
b. No.
15c. After the finishing of the overall painting, are the customers satisfied?
a. Yes
b. No
If no, do they come with any complaint, please specify
16. Which is the most commonly purchased shade in Color Bank option?
17. Which is the most commonly purchased brand in Color Bank option?
18. Color Bank advertisement at a suitable location is very much important to attract a
good number of people at a time. What is your opinion on it.
19. Berger Color bank cost compared to other competitors is

a. Very high
b. High
c. No difference
d. Low
e. Very low
20. Does the Color Bank give desired color?
a. Yes
b. No
c. Other
21. Color Bank shades can be provided when ever customers order.
a. Yes
b. No
22. Are employees in Berger Paints always willing to help you?

a. Yes
b. No.
c. Others
23. If you sale Competitors brands along with Berger Color Bank shades, which brand
will you recommend to the customer as an advice? Why?
24. Is your complaint well received by the Berger Color Bank employee if the color
quality is not up to the mark?
a. Yes
b. No.
c. Others
25a. What sort of assistance do you receive from Berger?
25b. Is the assistance better in Berger Color Bank that other competitors?
a. Yes.
b. No
c. Others, please specify.
26. Surface preparation is very important for painting.
a. Yes
b. No.
26a. Do you recommend and instruct your customers about surface preparation?
a.Yes
b. No
27. Coverage of Color Bank products (per liter) are satisfactory than others.
a. Yes
b. No
28. Berger Paints always respond to your request for help.
a. Yes prompt / slow
b. No
29. Color Bank helps you reduce storage capacity.
a. Yes
b. No
30. Charges and quality of Color Bank shades are better than its competitors.
a. Yes
b. No
c. Others, please specify.
31. Compare between regular and Color Bank products profit margin.
a. Color Bank profit margin is more
b. Regular product profit margin is more
c. Cost of Color Bank product is more
d. Cost of regular product is more
32. Do the overall product and service satisfy your expectation about Color Banks? Why?
b. Satisfied..
c. Indifferent...
33. In you opinion, do the overall product and service satisfy customer expectation about
Color Banks? Why?
b. Satisfied..
c. Indifferent...
34. In your opinion, is there any area that Berger Paint can improve them to operate even
better in Color Banks. How?
Questionnaire
(Specifiers/Architects)
1. What inspires/encourages you to start specifying Color Bank products?
2. Do you generally specify Berger Color Bank shades?

a. Yes
b. No
3. What factors drove you to select Color Bank products instead of other products.
5. Was the first glimpse of knowledge sufficient? If not, then how did you learn in details
about Color Bank?
6. Are you satisfied with the services (communication, PR)

a. Yes
b. No...
7. Is your complaint well received by the Berger Color Bank representative if the color
quality is not up to the mark?
a. Yes
b. No
c. Others
8. Does Berger keep good relationship with you?
a. Yes
b. No
Highly Satisfied
Satisfied
Indifferent
Dissatisfied
Highly dissatisfied
9. Generally for which types of customers do you specify Color Bank products.
a. Upper Class
b. Upper middle class
c. Middle Class
d. Lower middle class
10. Are the customers aware of the Color Bank products? If not, which area do you think
they are lacking.
a. Yes
b. No
c. Others
11. What do you do to make them more aware?
12. Who influences more in specifying paint products?

(keep in mind architects, user, buyer)
13. Are you informed about the painting job, if any, after the overall painting job.
14. Surface preparation is very much important for painting.

a. Yes
b. No.
15. Are the Color Bank customers price conscious?
a. Yes
b. No
16. Does the Color Bank system give desired color?
a. Yes
b. No
c. Others
17. Durability and coverage of Berger Color Bank compared to others

a. Very High
b. High
c. No difference
d. Low
e. Very low
18. The durability and coverage of Color Bank compared to other brands is more, so it is
cost effective. Do you agree?
a. Yes
b. No
19. Berger Color Bank price compared to others is.
a. Very High
b. High
c. No difference
d. Low
e. Very low
20. Color Bank product price are higher than regular product, why would the customers
go for Color Bank?
21. In your opinion, is there any area where Berger Paints can improve them to offer a
better product.
22. Do the overall product and service satisfy your expectation about Color Bank? Why?
If not, please specify.
23. In your opinion, do the overall product and service satisfy customer expectation about
Color Bank? Why?
a. Highly Satisfied..
b. Satisfied..
c. Indifferent...
d. Dissatisfied.
f. Highly dissatisfied.
Questionnaire
(Specifiers/Painters)
Dealer.
Painters.
Architecture
TV Commercial.
Other.
2. Was the first glimpse of knowledge sufficient? If not then how did you learn in details
about Color Bank?
3. Does the Berger Color Bank product gives you satisfactory quality?
a. Yes
b. No
4. What was the satisfactory level regarding Color Bank?
a. Highly satisfied
b. Satisfied
c. Indifferent
d. Dissatisfied
e. Highly dissatisfied.
If not, why
5. In which area the product can be improved.
6. Does the customers have proper knowledge of the Color Bank products?
a. Yes
b. No
c. Others
7. After the painting job is fully done, did it meet your expectation? If yes, how much? If
no, why?
8. Are you satisfied with the overall painting quality?

a. Yes
b. No.
9. For painting different surface needs different preparation.
a. Yes
b. No
10. Improper surface preparation is the main cause for dissatisfaction regarding shades.
11. Did you recommend for Berger Color Bank products? Why?
a. Yes..
b. No
12. Did they finally purchase?
a. Yes
b. No
13. Does the customers have any complaints against the shades after the painting job is
done? If yes, how much? If not, Why?
14. How do you evaluate the price factor of Berger Color Bank products?
a. Highly satisfactory
b. Satisfactory
c. Indifferent
d. Not satisfactory
15. Berger Color Bank price compared to Asian Color World is
a. Very high
b. High
c. No difference
d. Low
e. Very low.
16. Coverage (per litre) Berger Color Bank product is more than the competitor product.
a. Yes
b. No
17. In which area the product can be improved? What are these?
18. Durability of Berger Color Bank compared to others is

a. Very high
b. High
c. No difference
d. Low
e. Very low
19. As the durability of Berger Color Bank compared to others is more, it is more cost
effective.
a. Yes..
b. No...
20. Do the overall product and service satisfy your expectation about Color Banks? Why?
b. Satisfied..
c. Indifferent...
21. In you opinion, do the overall product and service satisfy customer expectation about
Color Banks? Why?
b. Satisfied..
c. Indifferent...
Calculations
Frequency Table
Painters
The way u learn
about CB
Frequency Percent
Valid
Percent
Cumulative
Percent
Others
E
75.0
75.0
75.0
D+E
25.0
25.0
100.0
Total
100.0
100.0
The first glimpse of

knowledge sufficient
Frequency Percent
Yes
100.0
Valid
Percent
100.0
Cumulative
Percent
100.0
Berger CB gives u
satisfactory quality
Frequency Percent
Yes
100.0
Valid
Percent
100.0
Cumulative
Percent
100.0
UR satisfaction level
regarding CB
Frequency Percent
Satisfied
100.0
Valid
Percent
100.0
Cumulative
Percent
100.0
In which area the

product can be
improved
Frequency Percent
Valid
Percent
Cumulative
Percent
Quality
50.0
50.0
50.0
nothing
25.0
25.0
75.0
B+C
25.0
25.0
100.0
Total
100.0
100.0
Customers have proper

knowledge about CB
Frequency Percent
Yes
100.0
Valid
Percent
100.0
Cumulative
Percent
100.0
After painting job, it

meet your expectation
Frequency Percent
Valid
Percent
Cumulative
Percent
Yes
75.0
75.0
75.0
No
25.0
25.0
100.0
Total
100.0
100.0
Satisfied with the overall

painting quality
Frequency Percent
Valid
Percent
Cumulative
Percent
Yes
75.0
75.0
75.0
No
25.0
25.0
100.0
Total
100.0
100.0
Different surface needs

different preparation.
Frequency Percent
Yes
100.0
Valid
Percent
100.0
Cumulative
Percent
100.0
Improper surface
preparation causes
Dissatisfaction on shades.
Valid
Percent
Frequency Percent
Cumulative
Percent
Yes
25.0
25.0
25.0
No
75.0
75.0
100.0
Total
100.0
100.0
Did you recommend

for CB
Frequency Percent
Yes
Valid
Percent
100.0
Cumulative
Percent
100.0
100.0
Did they finally

purchase
Frequency Percent
Yes
Valid
Percent
100.0
Cumulative
Percent
100.0
100.0
Customers have any

complain after painting
job
Frequency Percent
Valid
Percent
Cumulative
Percent
Yes
25.0
25.0
25.0
No
75.0
75.0
100.0
Total
100.0
100.0
Evaluate price
factor of CB
products
Frequency Percent
Valid
Cumulative
Percent
Percent
Satisfactory
75.0
75.0
75.0
Not
satisfactory
25.0
25.0
100.0
Total
100.0
100.0
CB price compared
to Asian Color World
is
Frequency Percent
No
difference
100.0
Valid
Percent
100.0
Cumulative
Percent
100.0
Coverage of CB is more
than competitors
Frequency Percent
Yes
100.0
Valid
Percent
100.0
Cumulative
Percent
100.0
In which area Berger

can be improved
Frequency Percent
Valid
Percent
Cumulative
Percent
Nothing
75.0
75.0
75.0
B+C
25.0
25.0
100.0
Total
100.0
100.0
Durability of CB
compared to others
is
Frequency Percent
No
50.0
Valid
Percent
50.0
Cumulative
Percent
50.0
difference
Low
50.0
50.0
Total
100.0
100.0
100.0
Durability more, so it is
cost effective?
Frequency Percent
Yes
Valid
Percent
100.0
Cumulative
Percent
100.0
100.0
Overall product and

service, and your
expectation on CB
Frequency Percent
Satisfied
Valid
Percent
100.0
100.0
Frequency Percent
Valid
Percent
Cumulative
Percent
100.0
Overall product and

service satisfy
customer expectation
Cumulative
Percent
Highly
satisfied
25.0
25.0
25.0
Satisfied
75.0
75.0
100.0
Total
100.0
100.0
Customers
Are you a regular user of Berger Color Bank product?

Frequency Percent Valid Percent
Yes
16
80.0
80.0
No
20.0
20.0
20
100.0
100.0
Total
Factors that attract client to deal with Color Bank

Reputation - A
5.0
5.3
11
55.0
57.9
Quality C
5.0
5.3
A+B+C
10.0
10.5
B+C
10.0
10.5
TV Ad
5.0
5.3
Preference from Family
5.0
5.3
19
95.0
100.0
20
100.0
Shade variety - B
Total
Total
The way client learn about Color bank

TV - D
10
50.0
50.0
Others - E
5.0
5.0
D+E
35.0
35.0
B+D
5.0
5.0
C+D
5.0
5.0
Total
20
100.0
100.0
Above mentioned source give you desired information

Yes
16
80.0
80.0
No
20.0
20.0
20
100.0
100.0
Total
In which way Berger CB can solve your queries

Don't need
25.0
55.6
Functionality pf products
5.0
11.1
Provide shade card
10.0
22.2
Shade sample at outlets
5.0
11.1
Total
45.0
100.0
20
100.0
Total
Does the process of CB satisfy you

Yes
18
90.0
94.7
No
5.0
5.3
19
95.0
100.0
20
100.0
Total
Total
Who did the purchase job

Valid Yourself
11
55.0
55.0
Family
35.0
35.0
Painter
5.0
5.0
Others
5.0
5.0
Total
20
100.0
100.0
Who and what factors work behind your decision making

Shade Variety - A
35.0
38.9
Quality - B
10.0
11.1
A+B+C
15.0
16.7
A+D
5.0
5.6
A+B+E
5.0
5.6
A+B+F
5.0
5.6
A+G
5.0
5.6
Exclusivity
5.0
5.6
B+F
5.0
5.6
Total
18
90.0
100.0
20
100.0
Total
How do you take the price of Berger CB compared to other competitor is

Very High
Valid
High
Indifferent
Total
5.0
5.0
14
70.0
70.0
25.0
25.0
20
100.0
100.0
CB product are higher that regular product, why do you go for CB

New concept - A
5.0
5.3
Quality - B
10.0
10.5
Variety - C
14
70.0
73.7
B+D
5.0
5.3
B+C
5.0
5.3
Total
19
95.0
100.0
20
100.0
Total
Are you satisfied with the CB products quality?

Yes
19
95.0
95.0
No
5.0
5.0
20
100.0
100.0
Total
If yes, then rank your satisfaction level

Highly Satisfied
Satisfied
Highly dissatisfied
Total
45.0
45.0
10
50.0
50.0
5.0
5.0
20
100.0
100.0
Berger CB is available in every store

Very close to site
20
100.0
100.0
After the painting job is fully done, did it meet your expectation
Highly Satisfied
35.0
35.0
11
55.0
55.0
Highly dissatisfied
5.0
5.0
Dissatisfied
5.0
5.0
Satisfied
Total
20
100.0
100.0
Dealer/Home Decor is always willing to help you

Yes
19
95.0
Total
20
100.0
100.0
Did you recommend CB to others?

Yes
19
95.0
95.0
No
5.0
5.0
20
100.0
100.0
Total
Dealers can provide the CB product whenever you order

Yes
19
95.0
95.0
No
5.0
5.0
20
100.0
100.0
Total
If quality is not up to the mark, is your complain well received by CB employees

Yes
11
55.0
Total
20
100.0
100.0
Surface preparation is very much important for painting.

Yes
19
95.0
95.0
No
5.0
5.0
Total
20
100.0
100.0
Berger CB can solve customer expectation properly and quickly

Valid
Yes
14
70.0
30.0
20
100.0
Missing
Total
100.0
Berger CB can provide relevant info regarding service through Ads or Home Dcor
Yes
17
85.0
85.0
No
15.0
15.0
20
100.0
100.0
Total
Coverage of CB products (per Litre) is satisfactory

Valid Yes
19
95.0
Total
20
100.0
100.0
Charges and quality of CB products better than others

Yes
18
90.0
94.7
No
5.0
5.3
19
95.0
100.0
20
100.0
Total
Total

Very high
15.0
16.7
13
65.0
72.2
No difference
5.0
5.6
Very low
5.0
5.6
18
90.0
100.0
20
100.0
High
Total
Total
The durability and coverage of CB compared to other brands is more, so is it cost

effective
Yes
16
80.0
94.1
No
5.0
5.9
17
85.0
100.0
20
100.0
Total
Total
Do the overall product and service satisfy your expectation about CB

Yes
35.0
35.0
No
5.0
5.0
Yes - 90% to 100%
35.0
35.0
Yes - 80% to 89%
10.0
10.0
Yes - 70% to 79%
5.0
5.0
Yes - 60% to 69%
10.0
10.0
20
100.0
100.0
Total
Your perception of Berger CB

CB
35.0
35.0
Quality
11
55.0
55.0
Smart
5.0
5.0
Unique
5.0
5.0
20
100.0
100.0
Total
Architects
What inspires/encourages you to start using Berger CB products
Shade Variety - A
42.9
42.9
Quality - B
4.8
4.8
Reputation - C
4.8
4.8
Demand - D
4.8
4.8
A+B+C
14.3
14.3
B+C
4.8
4.8
C + Availability
4.8
4.8
A+B
4.8
4.8
A+C
4.8
4.8
Others
9.5
9.5
21
100.0
100.0
Total
Do you generally specify Berger CB shades

Yes
17
81.0
85.0
No
14.3
15.0
20
95.2
100.0
21
100.0
Total
Total
What factors drove you to select CB products instead of other products

Variety - A
19.0
28.6
Reputation - C
4.8
7.1
Others - F
9.5
14.3
A+B+C
14.3
21.4
C+F
4.8
7.1
A+E
4.8
7.1
B+F
4.8
7.1
A+C
4.8
7.1
Total
14
66.7
100.0
21
100.0
Total
How did you learn about Berger CB

PR from BP - A
12
57.1
60.0
TV Ads - D
14.3
15.0
Other - E
9.5
10.0
A+B+C+D
4.8
5.0
A+B
4.8
5.0
A+D
4.8
5.0
Total
20
95.2
100.0
21
100.0
Total
Was the first glimpse of knowledge sufficient?

Yes - A
17
81.0
85.0
A+C
9.5
10.0
B+C
4.8
5.0
Total
20
95.2
100.0
21
100.0
Total
Are you satisfied with the services?

Yes
18
85.7
85.7
No
14.3
14.3
21
100.0
100.0
Total
Is your complaint well received by the Berger representative if the color quality is
not up to the mark
Yes
14
66.7
70.0
No
23.8
25.0
Others
4.8
5.0
20
95.2
100.0
21
100.0
Total
Total
Does Berger keep a good relation with you

Yes - Highly Satisfied
28.6
28.6
Yes - Satisfied
33.3
33.3
Yes - Indifferent
28.6
28.6
Yes - Dissatisfied
4.8
4.8
No
4.8
4.8
21
100.0
100.0
Total
Generally for which type of customers do you specify CB products

Upper Class - A
A+B
14.3
14.3
17
81.0
81.0
A+B+C
Total
4.8
4.8
21
100.0
100.0
Are the customers aware of the CB products?

Yes - A
14
66.7
77.8
No - B
9.5
11.1
A+C
9.5
11.1
Total
18
85.7
100.0
14.3
21
100.0
Missing 9
Total
What do you do to make them more aware

Valid Inform Yourself
Total
14.3
21
100.0
100.0
Who influences more in specifying paint products

Architects
33.3
77.8
Others
9.5
22.2
Total
42.9
100.0
21
100.0
Total
Are you informed about the painting job, if any, after the overall painting job
Yes - A
10
47.6
50.0
No - B
33.3
35.0
Others - C
4.8
5.0
A+C
4.8
5.0
B+C
4.8
5.0
Total
20
95.2
100.0
21
100.0
Total
Surface preparation is very much important for painting

Yes
21
100.0
100.0
Are the CB customers price conscious?

Yes
14
66.7
70.0
No
28.6
30.0
20
95.2
100.0
21
100.0
Total
Total
Does the CB system give desired color

Yes - A
15
71.4
71.4
No - B
9.5
9.5
A+C
14.3
14.3
B+C
4.8
4.8
Total
21
100.0
100.0

Very High
33.3
33.3
High
No difference
Total
10
47.6
47.6
19.0
19.0
21
100.0
100.0
The durability and coverage of CB compared to other is more, so it is cost effective

Yes
17
81.0
85.0
No
14.3
15.0
20
95.2
100.0
21
100.0
Total
Total
Berger CB price compared to others is

Very High
4.8
5.0
High
42.9
45.0
No difference
10
47.6
50.0
Total
20
95.2
100.0
21
100.0
Total
CB product price is higher than regular product, why would the customer go for CB
products
Quality - A
4.8
6.3
Shades - B
28.6
37.5
Reputation - C
4.8
6.3
Coverage - D
4.8
6.3
Others - E
4.8
6.3
A+B+C
4.8
6.3
A+B+D
9.5
12.5
B+C
4.8
6.3
B+D
4.8
6.3
A+E
4.8
6.3
Total
16
76.2
100.0
21
100.0
Total
Do the overall product and service satisfy your expectation about CB

Yes - 90% to 100%
38.1
40.0
Yes - 80% to 89%
28.6
30.0
Yes - 70% to 79%
14.3
15.0
No
14.3
15.0
20
95.2
100.0
21
100.0
Total
Total
In your opinion, do the overall product and service satisfy customer expectation
about CB
Highly Satisfied
19.0
20.0
13
61.9
65.0
Indifferent
9.5
10.0
Dissatisfied
4.8
5.0
20
95.2
100.0
21
100.0
Satisfied
Total
Total
Dealers
Are you satisfied with the service
Yes
90.0
90.0
No
10.0
10.0
10
100.0
100.0
Total
Dealers satisfaction on CB system

Yes
90.0
No
10.0
Total
10
100.0
100.0
Factors of CB that satisfied Dealer

Variety of color-A
10.0
10.0
Market Demand-B
50.0
50.0
Good will-C
10.0
10.0
ABCD
30.0
30.0
Total
10
100.0
100.0
Dealers inspiration to deal with CB

Variety of Color-A
20.0
20.0
ABCD
40.0
40.0
Others
40.0
40.0
10
100.0
100.0
Total
Color Bank shades are always available in the outlet

Yes
90.0
No
10.0
Total
10
100.0
100.0
Your complain is well received by Berger

Yes
90.0
90.0
No
10.0
10.0
10
100.0
100.0
Total
Is your complain well received by the Berger Color Bank employees, if color quality
is not up to the mark?
Yes
90.0
90.0
Others
10.0
10.0
10
100.0
100.0
Total
Are you a regular user of Berger Color Bank products

yes
10
100.0
100.0
The financial benefit you require from Berger

Should give credit facility
20.0
22.2
Should extend due date
30.0
33.3
Others
30.0
33.3
Total
80.0
100.0
10
100.0
Total
Berger Color Bank assistance is better than competitors.

Yes
30.0
60.0
No
20.0
40.0
Total
50.0
100.0
10
100.0
Total
What % of color bank sales contributes to the total Profit?

Less than 60-70
60.0
75.0
70-80
10.0
12.5
80-90
10.0
12.5
Total
80.0
100.0
10
100.0
Total
CB helps you reduce storage capacity

Yes
Valid No
Total
90.0
90.0
10.0
10.0
10
100.0
100.0
Which product, regular or color bank is more profitable

Regular
20.0
20.0
Color Bank
60.0
60.0
Others
20.0
20.0
10
100.0
100.0
Total
Compare between regular and Color Bank products profit margin

CB profit is high
70.0
77.8
RP profit is high
10.0
11.1
Cost of CB is high
10.0
11.1
Total
Total
90.0
10
100.0
100.0
Price of Color Bank is higher than others, why it is preferable

Variety of color-A
20.0
20.0
Demand-B
40.0
40.0
ABCD
10.0
10.0
Others
30.0
30.0
10
100.0
100.0
Total
Surface preparation is very much important for painting

Yes
10
100.0
100.0
Coverage of Color Bank products are satisfactory than others

Yes
10
100.0
100.0
Charges and quality of Color Bank shades are better than other
Yes
70.0
70.0
No
20.0
20.0
Others
10.0
10.0
10
100.0
100.0
Total
The most commonly purchased shade in color bank products

Light color
20.0
20.0
Deep color
20.0
20.0
Others
60.0
60.0
Total
10
100.0
100.0
The most commonly purchased brand in color bank products

RPEC
50.0
55.6
WSC
40.0
44.4
Total
90.0
100.0
10
100.0
Total
Color Bank advertisement at a suitable location is very much important to attract a

good no of people
Yes
90.0
Total
10
100.0
100.0
Color Bank gives desired color

Yes
80.0
80.0
20.0
20.0
10
100.0
100.0
Valid Others
Total
Which type of customer segments are targeted for Color Bank?

A and B
10
100.0
100.0
Customers awareness regarding Color Bank products

Yes
70.0
70.0
No
10.0
10.0
Other
20.0
20.0
Total
10
100.0
100.0
What do customers do when Berger Color Bank option is not available at your store
They wait
70.0
70.0
They dont wait
10.0
10.0
Others
20.0
20.0
10
100.0
100.0
Total
Customer do have knowledge on CB

Yes
70.0
70.0
No
30.0
30.0
10
100.0
100.0
Total
After the finishing of painting, are the customers satisfied

yes
10
100.0
100.0
Customer satisfaction regarding CB product & service

Hi Satisfy
30.0
30.0
Satisfy
70.0
70.0
10
100.0
100.0
Total
What factors helps you to retain your old customer

others
Total
80.0
10
100.0
100.0
How do you retain your new customer

others
Total
90.0
10
100.0
100.0
What do you do make them more knowledgeable

Give them info
70.0
77.8
Don't give idea
10.0
11.1
Others
10.0
11.1
Total
90.0
100.0
10
100.0
Total
Surface preparation is instruct by you

yes
50.0
50.0
no
50.0
50.0
10
100.0
100.0
Total
If you sale Competitors brands along with Berger Color Bank shades, which brand
will recommend
Berger
20.0
22.2
Elite
40.0
44.4
Others
30.0
33.3
Total
90.0
100.0
10
100.0
Total

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Internship Report

A research to explore customer satisfaction level of customer in context of

Md Assad Kibria (ID #0110234)

Mr. Sohel Islam

Independent University, Bangladesh

Dated: April 30th, 2006

Mr. Sohel Islam

Mr. Md. Assad Kibria

3.1.1 Findings and analysis

List of figures and tables

Figure 1: Geographical Market Size

Figure 6: Customers perception of Color Bank

1.1 REVIEW OF RELATED LITERATURE

Currently, the most widely adopted description of customer satisfaction is that of a

1.2 BACKGROUND OF THE COMPANY

Berger is one of the leading companies in the global paint industry

Berger offers all kinds of painting solutions in decorative, industrial or marine

1950 Started operation in Bangladesh by importing Paint from Berger UK

1.2.2 Berger Paints Bangladesh Ltd: At a Glance

Own Corporate Office located in Dhaka

2 Factories at Dhaka and Chittagong

Vision and Mission of the company

1.2.3 Area of Operation

This business category mainly targets household segment

Products are being offered to the consumers through a dealer network

Products fulfill the aesthetic value of the consumers

Major revenue earning business area of BPBL

Tailor made products to cater to the specific needs of customers

Products give protection to the surfaces in extreme situations like severe

Direct marketing approach is being used to promote the Industrial Coatings

Main customer groups: Garments Factories, Chemical Plants, Fertilizer

Products are being offered mainly through Direct marketing approach.

Market is mostly concentrated in Dhaka and Chittagong.

1.2.4 Manpower Structure

1.2.5 Paint Industry Analysis

Volume in 000 ltrs

Table 1: Market growth trend analysis

The limited growth up to now in industrialization and per capita income in

Figure 1 : Geographical Market Size

Table 2: Category wise paint market size in 2004

Figure 2: Segments of Paint market

Table 3: Projected Market Size 2005

Table 4: Category contribution by Volume & Value

Market Share Analysis

Sagar Chemical & 13.6%

Sagar Chemical & Paint Ind. Ltd.

Gloss Coatings Market share

Berger Paints Bangladesh Limited

Sagar Chemical & Paint Industries Ltd

Elite Paint & Chemical Ind. Limited

Table 5: Market Share of Gloss Coatings

Interior Emulsion Market share

Berger Paints Bangladesh Limited

Sagar Chemical & Paint Industries Ltd

Elite Paint & Chemical Ind. Limited

Table 6: Market Share of Interior Emulsion

Exterior Emulsion Market share

Berger Paints Bangladesh Limited

Sagar Chemical & Paint Industries Ltd

Elite Paint & Chemical Ind. Limited

Table 7: Market Share of Exterior Emulsion

Distemper Market share

Berger Paints Bangladesh Limited