ABSTRACT

the project gives brief study, on what is customer satisfaction and the techniques of achieving
Customer Satisfaction. It also provides significance of the conducting thecustomer
satisfaction project and how and when to conduct it.

Based on the topic, this project analyzes the “CUSTOMER SATISFACTION WITH
SPECIAL REFERENCE TO THE ASIAN PAINTS LTD”

It gives a brief report on the profile of the Asian Paints Co. About its vision , history, current
status, its achievements as a firm in the paint industry. The project also speaks on its various
product profiles and its future plans. It shows what strategies the Asian paints ltd have used
for satisfying the customers.

To undertake the project the questionnaire is prepared so as to know how much the
customers are satisfied after using Asian Paints, are they willing to be a loyal customers or
do they prefer other brands. The survey reflects the areas where the company needs to
improve and the areas where it from where it has gained its popularity.

CHAPTER- I
1. INTRODUCTION
1.1 INTRODUCTION TO THE STUDY
The field of project is Customer Satisfaction which focuses on customer’s
perceptions . Many firms are interested in understanding what their customers thought about
their shopping or purchase experience, because finding new customers is generally more
costly and difficult than servicing existing or repeat customers. Such projectes provide a
wider scope to the firms in the terms of high customer satisfaction.

Definition:

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CUSTOMER SATISFACTION
“Customer Satisfaction , business term of how the products and the services supplied by the
company meet or surpass the customer expectation. It is the key performance indicator within
the business.” By , Berlin Asong

Customer satisfaction can greatly achieved by imparting Customer Relationship

Management(CRM) in the company.

BUSINESS TECNIQUES OF CUSTOMER SATISFACTION

 One of the key customer satisfaction techniques is the need to provide front line
employees with the ability to respond to customer situations quickly without the need to
‘ask for permission’.
 Innovation drives customers' satisfaction. As customers' needs keep changing, an
innovation-driven company is capacitated to exceed customers' expectations.
 To provide after sale services.
 Listen actively and carefully.
 Anticipate that the customer will be asking questions. They may be easy, they be hard.
But encourage them anyway. If you cannot provide an answer, promise to find out the
answer from someone who can.
 Be patient, look from the customer's point of view and work from there. This point of
view will always give you the best outlook on the situation.
 Always keep a smile on your face when dealing with customers which can lead to
customer satisfaction. This positive attitude can rub off and turn a potentially negative
situation into a positive experience
RECENT METHODS THAT TODAYS FIRM ADOPT TO INCREASE THE
CUSTOMER SATIFACTION

In order to stay competitive and remain profitable, businesses have to focus on the quality of
their customer service. Companies that invest time, energy and money into developing and
nurturing quality so customers can have a satisfactory experience are going to be more
profitable and better likely to experience more sustained growth over the long-term.

Customer-Centric Attitude.
Operations should be customer-centric meaning that the customer's best interests should
always be foremost. Service should be offered in a helpful way and with a smile. Both
management and employees should show interest towards the customer and strive to give
them a good experience. Today's companies must strive even harder than abiding by this
golden rule of customer service.

Customer care.
Is something which is done even after the product is purchased. Many companies are
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interested in knowing the reason why consumers have purchased the goods and services or
even the goods are not purchased. Managers interested in customer care try to collect a
database as to why the customers have purchased the competitors product and service and
what will be the level of satisfaction if it is introduced in our product or service. And also to
find the level of expectations and their level of dissatisfaction.

Customer focus.
Is attained when everyone in the organization make efforts to focus the activities towards the
satisfaction of the customers right from the stage of new product planning and to product
modification to the stage of elimination of the goods and services everything revolves around
the customers. All the activities are focused on the customer satisfaction.

Customer Service Training

Another strategy to improve customer satisfaction is to invest in customer service training.
All employees should be on board with how to treat customers and help them gain a valued
experience. The quality of customer service can easily make or break a business.

The experience the people have received is the most important aspect in selling pure services
or services with tangible goods. Once the customers is satisfied with the service his loyalty
towards that product or company is at its peak. Companies today are doing a lot of self-
introspection that they are really giving the said services to the customers. The important
questions asked is “ Is service our top Priority?” Are the customers satisfied?” Are we
improving on the quality of the services regularly?” Companies are spending more money
and time to see that the services are evaluated and improved as per the expectations of the
customers. In fact , the companies globally known for their services are always in the process
of finding opportunities to improve on the quality of the services. Better results can be seen
when the organizations makes use of external, internal, and interactive marketing.

Communication
Communication with customers is also important. It's a good idea to always provide
customers with ways they can contact you and offer ways to contact them (if they choose).
Offering e-mail, telephone line, web contact or other ways for customers to offer comments
and/or complaints is of value.

Customer Relationship Management Software

Customer Relationship Management is a process of managing detail information about
individual customer and carefully managing all the customers touch points with the aim of
maximizing customer satisfaction and customer loyalty.

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Customer Relationship Management Software. Customer relationship management (CRM)
software has become a strategy many companies employ to help increase customer
satisfaction. Through using CRM tools and accompanying philosophy, businesses can
examine and analyze what customers want and strive to meet this demand before they even
walk in the door.

BENEFITS
CRM aims at individual customers. It tries to develop customers relationship by looking into
his needs and requirements.
 CRM helps in two way communication by understanding the messages of the
customers and responding to it. Thereby gaining customer loyalty.
 CRM helps to customize the products and thereby reducing the rate of customer
defection.
 CRM tells the company what product or service the customer needs today and what it
will need in future.

Ask for Feedback

Being interested in customer feedback is always a valuable practice to engage in to increase
customer satisfaction. What better strategy and technique to find out how to satisfy your
customers than to ask them? Surveys, questionnaires, talking to customers as they shop, and
then following up with calls or e-mails are all good ways to get feedback.

Quality Control
Quality is important to customer satisfaction and the level of quality directly plays into a
business' ability to meet customer expectations. Quality should be monitored for both service
and the type of products offered; as a part of this guarantees and the willingness to stand
behind service and/or products is necessary.

Creating Customer delight

Customer delight is when the standard of the goods and services are much higher than the
expectations of the customers , this not only satisfies them but ssurprise and delight them. To
create customer delight the company will not only in crease the standard of service but will
train its personnel to deliver in its best possible manner the services as expected by the
customers.

Customer delight depends on the reliability factor oif the company. This is the ability to
perform what has been promised to the customer. Companies who focus on customer
delights should be dependable and have accuracy in delivering the services to the customers.
Companies with much attitude of empathy and always paying individual attention to its
customers which in turn builds customer delight. The advantage is manifold because it
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creates brand loyals and customer loyalty.

Significance of customer satisfaction project

In a competitive marketplace where businesses compete for customers, customer satisfaction

is seen as a key differentiator and increasingly has become a key element of business strategy.
Customer satisfaction not only create loyalty among the customers but it increases the
goodwill of the company by uplifting the market value of the brand.

Customer projectes are conducted to answer who our customers are? What do they like to
buy?, when do buy and how do they buy?, it examines the taste, preferences and the attitude
of the customers. Mostly it tends to become qualitative motivational project of customer
behavior. Here, the self concept, ego, personality and life style of the consumers are studied.
There is an attempt to study beliefs, opinions of the customers.

By conducting such projectes the company can minimize its defects in the field of production
and can deliver high quality of services in relation to its competitors. Such projectes can be
carried by conducting surveys through interviews and questionnaire methods. These
questionnaire methods form a path of getting the customers positive and negative feedback.
The company can then respond to feedback and can retain the existing customers as well
preventing them from shifting to other brands.

A customer complaint could be the insight you have been seeking to learn why a certain
product isn't moving. It can also be an indicator of personnel problems. If a customer
mentions that an item does not work properly, you can project and try to recreate the problem,
potentially finding a fix that will increase sales. A customer's complaint about an employee's
lack of knowledge may reveal a need for more extensive training, while a grievance about
poor customer service provides the chance to address it with your staff.

By doing so it creates confidence among the customers , leading to word-to-mouth publicity

which is more effective rather than t.v. commercials.

Why measure the customer satisfaction

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Customer satisfaction is tied directly to profitability. Well-established project by Bain &
Company found that, for many companies, an increase of 5% in customer retention can
increase profits by 25% to 95%. The same study found that it costs six to seven times more to
gain a new customer than to keep an existing one. See ( fig. 1.3)

Fig- 1.3

It is important to consistently measure and monitor that input. Without an effective customer
satisfaction project program in place, the company will be losing business, missing
opportunities, and putting itself at a competitive disadvantage. In order to measure the
customer satisfaction a Customer Satisfaction Survey has to be carried out. A closer look at
how to formulate survey questions.

1. when to conduct customer satisfaction project

The answer depends on the size of the customer base and the purpose of the project. There
are two key types of surveys, and they serve very different purposes:

Transactional surveys. solicit* feedback directly from the product or service user about that
particular encounter. They are conducted immediately after each customer transaction.

Relationship surveys. collect input from people who have an ongoing relationship with the
company and have had multiple transactions. The respondents typically are responsible for
deciding whether to continue the working relationship.
In many cases conducting both transactional and relationship surveys may be
appropriate.

2. how to distribute the survey

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The best means of distributing a survey depends on whether it is a transactional or
relationship survey. A transactional survey is conducted at the point of customer contact.
Relationship surveys, on the other hand, are most cost-effectively conducted online.

Online data collection offers significant advantages over other modes of interviewing
customers, and you should use it whenever possible. The advantages include:

Speed. The Internet offers instantaneous distribution of survey and real-time accumulation
and tabulation of results. This allows for immediate data analysis, even while the survey is
still in progress. The faster responses arrive, the faster they can be addressed. In contrast, mail
surveys suffer from long lag times and low response rates.

Candor. This is essential for project on sensitive subject matter where studies indicate people
are more likely to answer questions honestly on the Web than they are on the phone or in
personal interviews. (Quirk’s Marketing Project Review, 2003). Such responses provide
insight into what a company is doing well and frequently provide warning signs about the
health of the business relationship.

Cost. The Internet eliminates postage and telephone costs as well as basic materials like
paper, staples, envelopes, and printing. Because it is self-directed, there is no interviewer
cost. Finally, it’s more convenient.

3. Design an Effective Customer Satisfaction Survey

A well designed customer satisfaction survey will help measure your progress toward that
goal. A quick way to get started and ensure a successful survey design.

a) Ask Overall Satisfaction Early in the Survey

Ask the general satisfaction question at the start of the survey to avoid bias. This will allow
measurement of customers’ overall impressions of a company or an organization prior to
prompting them to think of specific aspects of the relationship. (see fig. 2.5) For example
:The first question should be “Overall, how satisfied are you with bank X?” Then ask for
specifics: their teller experiences, the availability of ATMs, etc

Fig. 2.5

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b) Use a 5-point Satisfaction Scale
Question scales should have descriptive labels associated with the numbers, and the top of the
scale should mean that customers are truly “wowed.” The use of “5-point Satisfaction Scale”
provide a sense of intensity of customers happiness with a product or service.(see fig.3.5)

Fig. 3.5

An insightful alternative to the 5-point satisfaction scale for customer service is a 5-point
expectations scale. (see fig. 4.6). It provides clear direction and allows customers a polite
way to suggest that a company has not done a great job.

The 5-point Expectations Scale for Service

Fig. 4.6

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c) Be Consistent in Your Questions
Consistency is critical in customer satisfaction project.. The key measures of customer
satisfaction, including the overall satisfaction question and those asking about specific
aspects of the relationship, should all use the same scale. For example, if a 5-point
satisfaction scale is used for the overall satisfaction question and 7-point scales are used for
other questions about timeliness of service or product quality, it will be challenging to
quickly uncover weaknesses in the business

d) Keep the Survey Short and Focused

Avoid the temptation to ask everything you’ve ever wanted to know. The more ground you
try to cover, the more likely it is that respondents will abandon the survey.
If you build your own survey be sure to include all the key questions:
 Overall satisfaction
 An open-ended probing into the reason for the satisfaction rating
 Likelihood of recommendation
 An open-ended probing into the reason for the likelihood of recommendation
 Likelihood of repeat purchase
 Satisfaction with specific attributes of the product or service
 An opportunity to provide additional feedback

e) Ask Demographic or “Firmographic” Questions

Inquiring about demographics or firmographics (company or industry type and size) enables
you to analyze the data by different subgroups—such as new customers or regional
customers.

Interpreting Survey Results

When you’re analyzing customer satisfaction survey results, the most important goals are:
 Minimizing the low scores and improving the top scores.
 It is important to monitor the “top two-box” satisfaction number, percentage of those
who are very or somewhat satisfied.
 To call out to management the proportion of customers who are dissatisfied and to
reduce those percentages. This is found by learning what those who provide high ratings
have to say and reviewing the results of those who are dissatisfied with performance.

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 f) Present Findings and Action Items
Collecting customer satisfaction data is useful only if there is a process established to deliver
recommendations, implement action plans, assign plan owners, and monitor plan execution,
the resources allocated to meet that goal should be determined. Once the results have been
compiled and analyzed, they should be presented to management with recommendations for
resolving the identified weaknesses. There should be periodic meetings to evaluate progress.

g) Contact Customers
If possible, dissatisfied customers should be personally contacted to see if there is something
that can be done to improve their perception of the business. This is important to prevent
negative word of mouth. The personal contact itself may succeed in doing that. Additionally,
a discount or free product should be considered. If policies or products are changed based on
customers’ feedback, those customers should be contacted to let them know about those
changes and that their feedback was taken seriously.

1.2 OBJECTIVES OF THE STUDY

The primary objective of the project is :
 To know the significance of customer satisfaction and to search an optimum design
for an effective customer satisfaction survey.
 To track and measure the customer satisfaction in relation to Asian Paints as a
product.
 To know the requirements of the customer satisfaction.
 To know the level of awareness of the Asian Paints as product.

The secondary objectives of project is to :

 To find what the customers want from Asian paints company
 Whether there preferences for Asian Paints as a product is above the other competitors eg.
Nerolac paints ltd.
 Reasons for brand shifting in case of negative feedback.
 Are the customers satisfied by the services provided by Asian Paints.

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LIMITATIONS OF THE STUDY
 No personal interview could be conducted as most of the respondents of the
questionnaire were able to answer it only through mail.

 A limited sample size of 10 customers was considered because of time constraint and
certain limited boundaries (not specifically mentioned). Project might not reflect the real
target market as the total sample size is comparatively less to represent the entire population.

 The income of the customers was not considered. As information of income is not
provided by customers. Hence the level of satisfaction and purchase utility may vary due to
this factor.

 This project is carried on random basis, and through email as mentioned above,
therefore the customers are from different areas. Hence the results of this project should not
be taken for one particular market place.

 This data is conducted at primary level therefore it might be subjected to bias.

 This project is carried by taking internet facility ,hence there is not direct contact with
the customers.

CHAPTER- II

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 COMPANY PROFILE
Asian Paints is India's largest paint company and ranked among the top ten
Decorative coatings companies in the world with a turnover of INR 66.80 billion. Asian
Paints along with its subsidiaries have operations in 17 countries across the world with 23
paint manufacturing facilities, servicing consumers in 65 countries through Berger
International, SCIB Paints – Egypt, Asian Paints, Apco Coatings and Taubmans.

While working towards enhancing customer experience the management at Asian Paints
looks at the bigger picture by being aware about environmental hazards. All manufacturing
plants and units are certified environmentally safe.

Asian Paints formulates , manufacture & sell the finest paints (the most suitable for each
need and giving good value for money to users) & provide the best possible service to it’s
customers characterized by Reliability & Responsiveness. The products provide surface
protection & good appearance for all consumers while being safe to apply, not harmful to
health and not adverse to the environment.

Customers - the very core of all the business activities. From the beginning, Asian Paints has
fostered a customer-centric approach to business. A simple but unbeatable concept of "going
where the customer is" drives all its retail strategies.

VISION
Asian Paints aims to become one of the top five Decorative coatings companies world-wide
by leveraging its expertise in the higher growth emerging markets. Simultaneously, the
company intends to build long term value in the Industrial coatings business through alliances
with established global partners.

HISTORY
1ST February 1942
Armed with little knowledge and great determination, Champaklal H. Choksey, Chimanlal N.
Choksi, Suryakant C. Dani and Arvind R. Vakil get together to manufacture paint in a garage
on Foras Road, Bombay. They name their company 'The Asian Oil & Paint Company', a
name that they picked randomly from a telephone directory.
1945
Asian Paints touches a turnover of Rs. 3,50,000, with an innovative marketing strategy "to
reach consumers in the remotest corners of the country with small packs."

1954
Asian Paints mascot, Gattu, the mischievous kid, is born.

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 1957 - 66
The family-owned company makes the transition to a professionally managed organisation.
British company Balmer Lawrie rejects the products of a giant British paint company in
favour of Asian Paints. Asian Paints embarks on an ambitious grassroots marketing
campaign, partnering with thousands of dealers in small towns all over India.

1967
Asian Paints emerges as India's leading paint company ahead of any international
competition.

CURRENT STATUS
 Asian Paints becomes the 10th largest decorative paint company in the world
 Asian Paints is more than twice the size of its nearest competitor
 It is one of the most admired companies in India
 Present in 22 countries with 27 manufacturing locations, over 2500 SKU's, Integrated
SAP - ERP & i2 - SCM solution
 Rated Best Employer by BT-Hewitt survey, 2000 Bluest of the blue chips by Hindu
Business Line; Most admired company to work for by ET-BT survey, 2000
 On the recommendations of Booz, Allen and Hamilton, Asian Paints restructured
itself into Growth, Decorative and International business units and adopted SCM and
ERP technology
 Asian Paints aims to become the 5th largest decorative paint company in the world

FUTURE PLANS
Asian Paints to accelerate growth of its non-decorative coatings business
Approves plans to enhance its relationship with PPG, to accelerate growth of the non-
decorative coatings businesses in India.

Asian Paints Signs MOU with Maharashtra Government to set up a Mega Project for
manufacture of Paints and Intermediates at Kesurdi in Maharashtra

The Asian Paints Helpline introduced few years ago is a toll free service where consumers
call and ask queries related to painting. The company has now extended this service to
ASIAN PAINTS HOME SOLUTIONS, which offers painting services in addition to the
paint. This service is available in 10 cities viz - Hyderabad, Bangalore, Kolkata, Delhi,
Chennai, Ahmedabad, Mumbai, Pune, Coimbatore & Cochin

PRODUCT PROFILES
Asian Paint has offered brands in all possible applications. For instance:
Synthetic / Acrylic Washable Distempers : Tractors

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Acrylic Emulsion : Apcolite (Quality I,) Royale (premium category)
Plastic emulsion Paint (Interiors / Exteriors) : Decoplast (Quality II), Synthetic Enamel :
Apcolite, Gattu
Packet Distemper : Utsav
Wooden Surfaces : Touch Wood, Silkwood, Apcolite Natural Wood finish
Cement Paint (external) : Gattu

Industrial Segment
General Industrial Finishes : Apcolite (Hammerton Finish)
Other Industrial Products : Expory Coatings, Chlorinted Rubber finishes, viny I &
Polyurethane Systems.

Automotives
Kirlo – an Acrlic Paint, Apca – nitro-cellulose based Paint, Aspa – an Allkyd, autocare.

Primers
Asian Metal Primer Redoxide
Tractor Redoxide Primer for Metal
Woodrite for Wood Substrate
Decorative – Cement Primer

PLANTS OF ASIAN PAINTS INDIAN LTD

INDIAN PLANTS

Asian Plants
Bhandup (Maharashtra) in India

Asian Plants
Kasna (Uttar Pradesh) in India

Asian Plants

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Sriperumbudur in India

Asian Plants
(Rohtak, Haryana)
OVERSEAS PLANTS

Berger International Plants

Barbados

Berger International Plants

Bahrain

Berger International Plants

Jamaica

Berger International Plants

Singapore

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Berger International Plants
Trinidad
AWARDS AND RECOGNITION
 Awarded the "Sword of Honour" by the British Safety Council for all the paint plants
in India. This award is considered as the pinnacle of achievement in safety across the world.
 Forbes Global magazine, USA ranked Asian Paints amongst the 200 'Best Small
Companies of the world' in 2002 and 2003 and amongst the top 200 'Under a Billion Firms'
of Asia in 2005.
 Ranked 24th amongst the top paint companies in the world by Coatings World - Top
Companies Report 2006.
 The Asset - one of Asia's leading financial magazine ranked Asian Paints amongst the
leading Indian companies in Corporate Governance in 2002 and 2005.
 Received the Ernst & Young "Entrepreneur of the Year - Manufacturing" award in
2003.

Efforts taken by Asian Paints to improve their Customer Satisfaction

A Customer Care Executive will record your requirement, interest in the service and schedule
an appointment for a site visit.
A Sales Associate will visit the home on the appointed date & time.:

 To understand your painting requirements.

 To explain the various products and painting systems available and suggest options
given your need.
 To conduct a thorough site evaluation to understand present condition of the
paintable area.
 With the customer’s consent, he will get measurements done for the chosen paintable
area through a panel applicator assigned for the job.
 To finalize the Painting Estimate as per the measurements, painting systems chosen
and the standard rate card.
 The Sales Associate will introduce the customer to the Relationship Associate who
will be responsible for the execution of the job, and handover all points discussed
with customer so far, before start of the actual painting job.
 The panel applicator assigned will initiate the job, with regular supervision by the
Relationship Associate.

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The Relationship Associate will set a work schedule in consultation with the applicator for
the job and share with customer, this will provide the timeline for the completion of the
painting job, in a phase wise manner.

The RA will supervise and ensure that the quality of painting is as per recommended
guidelines and the painters are taking due care of things apart from painting - eg. Covering
and masking of non-paintable surfaces, ensuring a clean job, taking care of furniture and
fixtures, etc.
 The RA may also advice the customer on suggested shade choices, usage of special
themes.
 After completion of painting the RA will ensure professional handover of the site to
customer post required cleaning.
 Post completion - the invoice & warranty card with a validity of 1 year on paint &
application will be couriered to you.
 An independent agency will contact the customer for confirming satisfaction rating on
different parameters.
 During or after the painting process if there is any problem faced,, customer may get
in touch with our customer care at 1800-209-5678 or mail the company at
customercare@asianpaints.com

CHAPTER- III
RESEARCH METHODOLOGY
SOURCES OF DATA COLLECTION
Primary source :
 The primary source of data collection is carried through questionnaire method.

Secondary source :
 As a secondary source the data is collected through various websites and books
mentioned in bibliography.
 Customer preference reports carried by previous investigators on Asian Paints

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company ltd were observed and studied.

SAMPLE DESCRIPTION
Method of Sample selection:
 The method of sample selection is carried through ,the Survey Method.
(Questionnaire By Mail ). In this method the sample of the respondents are prepared. the
questionnaire are then sent by post together with a covering letter explaining the purpose of
the study and requesting the respondents to extend his cooperation.

Size of the Sample:

 The sampling units are the elements of project ,hence the sampling units in project
are the individuals.
 The sample size is the total number of units in the sample. Hence the total sample size
is 10 units.

Sample Analysis:
 Itemised rating scale is used with four categories for more reliable ratings of
satisfaction on various elements.
 Ratio scale is used for those elements , where the answers are more of specific in
nature. Example Yes or No.
The data is summarized and compressed into tabulation form.
 Bar - graphs and pie charts are used to interpret the tabulated data and the inferences
are drawn.

CHAPTER - IV
DATA ANALYSIS & INTERPRETATION

Source : Primary Data

Diagram - 1

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INFERENCE:
From the above table , out of the 10 respondents, following is the inferences for different
elements.
Overall Satisfaction: the overall satisfaction rate is 60%and the total dissatisfaction rate is
40%. The gap between the two is 60% - 40% = 20%. This means the overall satisfaction rate
is 20% more than the dissatisfaction rate. That shows improvement but not at the sufficient
rate.
Sales Representative: the total satisfaction is 30% and the total dissatisfaction is 70% out
of which 20% are very dissatisfied. The gap between the dissatisfaction and satisfaction is
70% - 30% = 40%. That means the dissatisfaction level is 40% more that satisfaction level.
This indicates that the company need more improvement in this area of business activity.
Online Facility: the total satisfaction of the customers is 70%and dissatisfaction is 30% .the
satisfaction gap is 70% - 30% = 40%. It means the satisfaction rate is 40% more than the
dissatisfaction rate. This means the company’s performance is better in this field. But out of
30% , 10% are very dissatisfied and 20%are somewhat dissatisfied. The company must find
the reasons for such a dissatisfaction for the total success.

Price Level: here the total satisfaction level is 40% and the total dissatisfaction is 60% .
Therefore the gap rate is 60% - 40% = 20%.. This means the dissatisfaction rate is 20%
more than satisfaction level.

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 Diagram- 2.1

INFERENCE:

From the above table, out of the 10 respondents, following is the inferences for different
elements;

Colour, texture and smell: the total satisfaction level is 50% and the total dissatisfaction is
50%. But out of the total rate of dissatisfied customers 40% are somewhat dissatisfied and
30% somewhat satisfied. And therefore the gap between the former and the latter is 40% -
30%= 10% . It means that the dissatisfaction rate is 10% more than satisfaction level.

Though the very satisfied customers are 20% who, are totally satisfied and have no complains
regarding this element.
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Smooth wall surface: total satisfaction level of the customers is 70% ,therefore 30% totally
dissatisfied . The gap between the two is 70% - 30% = 40%. This means that the satisfaction
level is 40% more than the dissatisfaction level.
This shows 70% of the customers agree that after using Asian Paints they get a smooth wall
surface.

Diagram - 2.2

INFERENCE:
From the above table , to analysis, out of the 10 respondents, 10% of the respondents have
experienced Adhesion on their walls after using Asian Paints.
While the 90% of them have given a positive response, this shows the level of increased
improvement.

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 Diagram: 2.3

INFERENCE:

From the above table, to analysis, out of the 10 respondents, 10% of the respondents have
experienced blistering on their walls after using Asian Paints.
While other 90% of them have no complains for this factor.

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 Diagram- 2.4

INFERENCE:
From the above table, to analysis, out of the 10 respondents, 10% of them have experienced
yellowing of the wall after using Asian Paints.
While 90% of them have given a positive response.
But the company must take find the reasons for such yellowing of the walls.

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 Diagram- 2.5.1

INFERENCE:

From the above table (2.5) , out of the 10 respondents , 20% and 70% of them are aware of
the Asian Paints Primers and Decorative paints respectively.
Further 80% and 30% do have much idea regarding the usage of the Asian Paints primers
and decorative paints respectively.

From the table (2.5.1) , out of the 10 respondents, following is the inference for the different
elements:

Primers : total satisfaction is 10% and the other 10% are very dissatisfied due to the
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inhalation of its strong fumes.

Decorative Paints: total customers aware are 70%.out of which 40% are dissatisfied
customers and total satisfaction is 30%. Therefore the gap that prevails between the two is
40% - 30% = 10% . This means that the dissatisfaction is 10% more than satisfaction rate.

Diagram: 2.6

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INFERENCE:

From the above table , to analysis, out of the 10 respondents, 30% are not satisfied and do
not find the makeover and decorative ideas provided by the Asian Paints useful ,as they feel
the Ideas do not work out as is shown in the t.v. commercials.

While 70% of the respondents have provided with positive response.

Diagram: 2.7

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INFERENCE:
From the above table , to analysis , out of the 10 respondents, 60% of the respondents feel
that the t.v. commercials shown by the Asian Paints are misleading. As they found problems
of colour fadedness, blistering, yellowing of the walls etc.. This may bring them on verge of
brand shifting. Hence the company must overcome this problem as soon as possible.

While other 40% have provided a positive response.

Diagram- 2.8

27
INFERENCE:
Regarding the Service Sector of the Asian Paints, to analysis, out of the 10 respondents,

For Response to Complaints: 60% of the respondents have given do find optimum
satisfaction from this sector of the company, out of which 20% are very dissatisfied, as they
have not received any response to their complaints.
While 40% have given a positive feed back.

After Sales Service: 50% of the respondents have derived optimum satisfaction but the
other half are not satisfied by the after sales services provided by the company. Out of which
20% are very dissatisfied.

Diagram- 2.9

28
INFERENCE:
Form the above table , out of the 10 respondents, 60% of them are giving more preference to
the other paints company like NEROLAC Paints company. As they have found satisfaction
for a longer period of time in terms of paint quality as well as in price level.

While 40% of the respondents have preferred Asian Paints over other paints.

Therefore this shows an alarming situation for the company, where the company may lose
their existing customers.

CHAPTER - V
FINDINGS AND RECOMMENDATIONS
FINDINGS:
The findings from this project shows that the company is working hard to maintain the
quality of its paints as the least number of the customers have some problems regarding
blistering , adhesion or yellowing of the wall. Almost 70% of the respondents have agreed
that after using Asian Paints they get a smooth wall surface.

But the certain dissatisfaction still prevails regarding the texture and smell of the primers.
One out of the ten respondents is totally disinclined towards Asian Paints the reason found
out was the fumes of the primers affecting the health. Another have experienced cracks in the
wall paints and have complained against the durability of the paints. Such dissatisfied
customers have shown positive inclinition towards other brands such as Nerolac paints.

Regarding the service department of the Asian Paints. This include, the services provided by
29
sales representative of which the total satisfaction prevailing is just 30% and the level of the
dissatisfaction is 40%, more as the respondents have reported, the local dealers and team
leaders are care free and do not respond to their complains.

And in the fields of feedback to the complains, 20% more of dissatisfaction is prevailing than
satisfaction. The After Sales Services shows equal levels total satisfaction and total
dissatisfaction but 20% of then show that they are very dissatisfied.

Incase of Online Facilities the respondents have provided with positive feedback. 40% rate of
satisfaction level is more than the dissatisfaction level. This shows that the online facilities
have upward moving scale.

Regarding the promotional activities, 6:10 is the ratio for dissatisfaction . That means out of
ten respondents undertaken six respondents feel that the commercials are misleading because
according to them they have not got the same effects as shown in the t.v. commercials. And
the other activities such as innovative ideas and makeovers its satisfactory ratio is 7:10
which shows effective efforts are being taken.

Regarding the price level, 60% of the respondents feel that the prices of the Asian Paints are
high. Out of which 20% are very dissatisfied as they are reluctant after comparing the prices
with end results.

Regarding the inclination towards the Asian paints brands , 6:10 respondents prefer Asian
Paints over other paints. But still there are four other respondents who are preferring other
paint brands.

The overall satisfaction of the Asian Paints ltd in general judged by the respondents and
brought down in this report is, 20% more than the overall dissatisfaction.

30
RECOMMENDATIONS:
 Asian Paints must improve its service sector. If there are any complaints regarding the
product of the Asian paints, the line officers must follow up with calls or emails , if
required they must send their workers to repair the damaged caused due to the
company's product.

 There are complaints by the customers regarding the care- free behavior of the team
leaders, resulting in poor customer satisfaction. To avoid this the management must
try to change the behavior of the officers as well as team leaders. This can be done by
bringing Change Management.

 Asian Paints Co. must re-treat its primers, in its project laboratories to avoid the
inhalation of the harmful fumes and make the products eco-friendly.

 Asian Paints is one of the best paints , but certain weaknesses still persist, regarding
its colour fadedness, adhesion & smoothness. Therefore to avoid this the company
must have a regular check on its production department and quality department and
every activity related to the development of the product. They can do this on regular
intervals by adopting techniques like Kaizen technique and Total Quality
Management.

 The customers feel that the advertisements are misleading and fraud. Therefore to
remove this negative attitude of the customers the company can demonstrate how to
use a particular product and how to utilize and maintain it at its maximum level. At
last how to obtain an advertisement look.

31
 BIBLOGRAPHY
1) Dr. P.C. Pardeshi, ‘ Marketing Management’, Marketing Project, Nirali Prakashan, Pune ,
June , 1999, Page no. 6.1

2) Dr. Shaila Bootwala , D.J. Penkar, V.K. Behere, ‘Modern Marketing Management’,
Customer Relationship Management, Nirali Prakashan, Pune, June 2006 , Page no. 5.1

3) Sharps, ‘Project Methodology’, Choice of Project Method, Sharp Publisher, Pune , 2008,
Page no. 39

Websites:

1) Best Techniques to create Customer Satisfaction By, Berlin Asong and Glenn Magas
Additional Information on this article can found athttp://www.helium.com/items/1649585be-
st-techniques-to-create-customer-satisfaction

2) Business Strategies to Increase Customer Satisfaction By,Doc Pratt

More info at: http://www.helium.com/items/1524563-business-strategies-that-improve-
ustomer-satisfaction by Leigh Goessi More info
at:http://www.thecrmdoctor.com/questionanswerpage.htm#Why CRM

3) Measuring and Tracking Customer satisfaction Detail info. can be found

at:http://www.zoomerang.com/Whitepaper/Measuring-Tracking-Customer-Satisfaction/

APPENDIX
QUESTIONNAIRE
1. What is your overall satisfaction rating with Asian Paints ltd
4 3 2 1
Very satisfied somewhat satisfied some what very dissatisfied
dissatisfied

Please tell us why you feel that way

2. Please rate your level of satisfaction with your sales representative in the following areas.

32
 4 3 2 1
Very satisfied somewhat satisfied some what very dissatisfied
dissatisfied

Responsiveness

Professionalism

Understanding needs

3. Are you satisfied by online facilities provided by Asian Paints?

4 3 2 1
Very satisfied somewhat satisfied some what very dissatisfied
dissatisfied

4. Regarding the price level fixed by Asian Paints did you find it satisfactory?

4 3 2 1
Very satisfied somewhat satisfied some what very dissatisfied
dissatisfied

1. Are you satisfied by the quality of the Asian paints in the terms of smell, shine , texture,
colour?

4 3 2 1
Very satisfied somewhat satisfied some what very dissatisfied
dissatisfied

2. Are you satisfied by the smooth wall surface you get after using Asian paints?

4 3 2 1
Very satisfied somewhat satisfied some what very dissatisfied
dissatisfied

3. Do you experience paint peeling or poor adhesion ?

33
 YES NO

4. Are you facing problems of blistering?

YES NO

5. Do you experience sags and runs?

YES NO

6. After using Royale Asian Paints do you experience Yellowing of the wall colour ?

YES NO

7. Do you experience microbial growth on the walls after using Asian Paints?

YES NO

8. Have you used Asian Paint Primers ?( Asian Paints Acrylic Wall Putty, Primer ST, Primer
WT, etc)

YES NO
OR

If yes, do you find the Asian Paints Primers satisfactory?

4 3 2 1
Very satisfied somewhat satisfied some what very dissatisfied
dissatisfied

9. There are various Decorative Paints for Exterior walls, Interior walls, Metal surfaces,
Wood surfaces. Have you used any of them ?

YES NO
OR

If yes, did you find it satisfactory ?

4 3 2 1
Very satisfied somewhat satisfied some what very dissatisfied
dissatisfied

34
10. Asian Paints provide expert help in makeovers and decorative ideas. Did you find it
useful?

YES NO

11. Do you feel the T.V. commercials of Asian Paints Company are misleading?

YES NO

12. Asian Paints ltd provide a separate section for complaints.

Did you ever had a complain for Asian Paint’s products or its services?

YES NO
OR
If, yes did you find the response given, satisfactory?

4 3 2 1
Very satisfied somewhat satisfied some what very dissatisfied
dissatisfied

13. Do you feel satisfied by the after sales services provided by Asian Paints ,in terms of
tips on the post application and maintenance, invoice, warranty card, etc.
4 3 2 1
Very satisfied somewhat satisfied some what very dissatisfied
dissatisfied

14. Do you think Asian Paints are more satisfactory than other paints?

YES NO

15. Would you like to give any suggestions to the Asian Paints regarding their product or
services?

YES NO
OR
If yes, please write in the given box:

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36