Marketing Strategies for Consumer Behavior

Amrut Modi School of Management

Final Draft Submission

Company: ASIAN PAINTS

Group Number: 2

Group Details:

Name Roll No
Jay Ashish Jhaveri AU 1712053
Priyansh Lakhotiya AU1712058
Laurin Mulchand Agarwal AU 1712072
Etee Yovan Mehta AU 1712083
Anish M Kothari AU 1712099
Sejal Singhvi AU 1712111
Aarzoo G Vohera AU 1712145
Salecha Khushi Manish AU 1712147

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Acknowledgement:

We would like to thank Professor Zalak Shah for designing the course which draws our attention
to an important aspect of marketing wherein the students can actually understand the basics of
consumer behavior and start analyzing the advertisements and marketing strategies running
around them.

Also, we are grateful that we got an opportunity to work on this project which helped us to
connect with the balance of theory and practical aspects.

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Table of Contents:

Introduction:

Background: Consumer behaviour 4

Importance of Consumer behaviour 5-6

Industry background 6

Company’s background 7

About company’s products/service 7-13

About the chosen products/service 14

Chosen product’s/service’s:

Segmentation 14-15

Target Market 15

Positioning in the market 15-16

Value Proposition 16

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Introduction:

Background: Consumer Behavior

History of consumer behavior is by all accounts exceptionally interlaced with the historical
backdrop of advertising thought. In the end, advertising maintained its attention on singular
clients yet started to get increasingly more from the social sciences. This brought about what I
will call as the behavioral school thought. Over the years, promoting has moved its dependence
on different trains just as its focal point of comprehension. For instance, the traditional schools of
promoting thought depended on the sociologies, for example, financial aspects, human science
and human sciences and centered oil total market conduct. This offered route to the
administrative schools of advertising thought where tire focal point of consideration and
comprehension moved to the individual clients while sociologies disciplines kept on
overwhelming showcasing thinking. All the more as of late , promoting has started to move its
consideration away from the individual clients and concentrate oil the business sectors. In tire
process, it is likewise depending less on the conduct sciences and more on tire conventional
sociologies. We will call this developing pattern as versatile schools of advertising thought.

Importance of Consumer Behaviour

It is significant for marketers to study and analyses consumer behaviour. It is significant for them
to know the consumers and customers as individual or gatherings choose, buy, customer or
arrange items and administrations and how they share their experience to fulfill their
requirements. This encourages marketers to explore and comprehend the manner by which
consumers carry on with the goal that they can situate their items to explicit gathering of
individuals or focused on people. For instance, To comprehend purchasing practices of buyers,
they have full information about their customer’s likes and dislikes, To make and hold clients
however online stores, To comprehend the components affecting buyers purchasing practices, To
comprehend the buyers choice to arrange an item or administrations, To build the information on
salesman impact shopper to purchase item, help marketers to offer of item and make centered
promoting methodologies and a lot more things discloses the incentive to advertisers of
comprehension and applying customer conduct ideas and speculations.

Some of the important points of importance of consumer behavior are given below:-

 Increment deals

The study of consumer behaviour helps the organizations in understanding their clients. They
have full data about their client's preferences and aversions. These aides in fulfilling the needs of
their clients appropriately and productively.

Business will offer the correct item to its clients. Clients will get loyal if getting the correct item.
This will expand deals and income for business.

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  Setting costs

Setting costs is one of the significant and troublesome tasks for any business. It straightaway
impacts the interest for its items in the market. By understanding consumer behaviour, it turns
out to be anything but difficult to decide if the client is value concerned or quality concerned.

There are a few clients in the market who purchases items simply because they are less
expensive. Understanding their conduct will help organizations to deliver according to their
value limit.

 Structuring deals advancement techniques

Deals advancement exercises are the various techniques utilized for prompting clients to
purchase an item. Advancement exercises are successful on the off chance that they present
obviously the highlights of the item according to client needs.

These exercises should influence the psychology of clients legitimately and persuade them in
purchasing. Understanding their conduct will help in simple comprehension of components
influencing clients purchasing choices.

 Helps in competitive analysis

Confronting rivalry in the present market is an extreme activity for each business. There is large
number of competitors accessible in the market offering similar items. It gets hard to draw in
clients towards your items.

Understanding their conduct helps in breaking down the purposes behind which they are going
for competitors items. It helps in understanding the points of interest that the competitors are
having. This assistance in confronting the challenge in a superior way.

 Helps in forecasting

Forecasting helps in taking benefits from the organizations. In the event that the business can
conjecture about the future it can without much of a stretch take a few focal points. consumer
behaviour empowers the organizations in simple gauging of deals and request estimating.

It enables organizations in sparing their assets, to time and cost. They can without much of a
stretch foresee future requests and spotlight on their activities.

 Helps in Targeting and Segmentation

Division and Targeting helps in serving clients appropriately. It divides the clients as per their
taste and class. Division helps in serving the client better. It encourages organizations to
concentrate on clients according to their requirements.

In the wake of understanding buyer conduct, it turns out to be anything but difficult to
differentiate and divide various clients into various classes.

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  Helps in Designing item portfolio

Item portfolio alludes to a lot of various items offered by organizations. Each business item
portfolio must comprise of all class of items. It ought to have items for all class of people
groups in the market.

Understanding client conduct helps the organizations in simple understanding interest of market.
This will help in legitimate planning of item portfolio for the organizations

Industry Background:
Asian Paints Ltd. belongs to ‘chemical-paint’ industry. This paint industry is around 100 years
old. It had started with Shalimar Paints, Kolkata in 1902. Gradually, many players had entered in
this industry. Some of other players in this industry are Goodlass, Nerolac, Berger, and ICI.
Foreign companies have also joint venture with these Indian companies to set up their base in
India. In 1990, this industry had growth of 12-13 per cent annually due to fall in excise duty.
This growth declined in 2002-03 to single digit and again boosted up in 2003-04.

It has two main segments:-

1. Industrial Paints: - protect against corrosion and rust on steel structure, automobiles,
white goods and appliances.
2. Decorative Paints: - protect valuable assets like buildings, homes etc... It constitutes
approx 77% in total sales which includes exterior, interior, distemper, solvent based and
wood finishing paints.

As per data till October 2019, decorative segment lead by Asian Paints with 39% market share
and industrial segment lead by Kansai Nerolac Paints.

Company Background:
Asian Paints was founded and set up in 1942 by four friends Champaklal Choksey, Chimanlal
Choksi, Suryakant Dani and Arvind Vakil in partnership. It has become Public company few
years ago. The headquarters are in Mumbai, Maharashtra. The current CEO of this company is
K.B.S.Anand. By 1967, it had become market leader in paint industry. It had group turnover of
Rs 193.5 billion. It operates in 22 countries and has 27 paint manufacturing facilities in the
world. It makes various products like industrial chemicals and decorative paints, coatings and
finishing products.

In 1950, they have introduced new product called ‘washable distemper’ which had become very
successful and help them in capturing huge market share.

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‘Har Ghar Kuch Kehta Hai’ – this tagline is to make an emotional connection with their
consumers.

About Company’s products/services:

Asian paints Ltd. is India’s leading Paint Company and majorly dealing in the paints for
decorative and industrial use. Asian paints have the motto of the inspiring décor and empower
customer to create beautiful homes. In order to make dream homes for their customer Asian
paints has come across the various varieties of products for different uses. The product range
include the products for the interior walls, exterior walls, water proofing, metal finishes, wooden
finishes and adhesive. Apart from the paints, Asian paints also provide the services related to
interior design, home décor and painting, experience retail services etcetera. Asian paints also
provide free consulting services for the product, color combination. Initially it deals only with
one type of wall and décor but with the time it has expand its range of variety to textured and
special effects color, wall stickers, stencils and Nilaya range of wall coverings. Along with the
paints and décor, Asian paints subsidies its unit to kitchen fitting and bath fitting, wardrobe also.

Currently Asian paint has diversified its product which is categorized as follow:
1) Interior walls:
i) Plain Finishes
a) Royale
- Luxury
- Royale Aspira
- Royale Health Shield
- Royale Atmos
- Royale Luxury Emulsion
- Royale Shyne Luxury Emulsion
- Royale Matt
- Royale Luxury Enamel
- Royale Glitter
- Royale Lustre
b) Apcolite
- Premium
-Apcolite Advanced Emulsion

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- Apcolite Emulsion
- Apcolite Premium Satin Emulsion

c) Tractor
- Economy
- Tractor Emulsion Shyne
- Tractor Emulsion
- Tractor Uno
- Tractor Aqualock
ii) Textures
a) Royal Play
- Royale Play Stucco
- Royale Play Archi Concrete
- Royale Play Dune
- Royale Play Special Effects
- Royale Play Metallics
- Royale Play Antico
- Royale Play Infinitex
- Royale Play Safari
iii) Nilaya Wall Coverings
a) Wallpaper
b) Wall décor
c) Featured collection
- Sabyasachi for Nilaya
- Sabyasachi Chapter II
- Naga Stories
- Good for Earth
- Natural wallpaper collection
- Signature
- Wall covering Design
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iv) Kids World
a) Chota Bheem Collection
b) Glow Themes
c) Ceiling Themes
d) Magneeto Themes
v) Stencils
a) Ethnic
b) Geometric
c) Nature inspired
d) Mix and Match
e) All over
f) Themes
g) Border and ceiling
h) Stencil kits
vi) Undercoats
a) Primer
- TruCare Interior Wall Primer Advanced
- Trucare Interior Wall Primer
- Trucare Interior Wall Primer
- Trucare Economy Interior Wall Primer
- Royale Wall Base Coat b) Putty
-Trucare 2x Primer Putty Mix
- Trucare Acrylic Wall Putty
2) Exterior walls
i) Plain Finishes
a) Ultima
- Apex Ultima
- Ultima Protek
- Ultima Protek Duralife
- Apex Ultima Europa
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b) Apex
- Apex Weatherproof Emulsion
- Apex Advanced
- Apex Floor Guard
- Apex Shyne
c) Ace
- Ace Exterior Emulsion
- Ace Advanced - Ace Shyne
ii) Textures
a) Ultima Allura
- Ultima Allura Venezio
- Ultima Allura Torino
- Ultima Allura Graniza
b) Apex Duracast
- Apex Duracast Finetex
- Apex Duracast Roughtex
- Apex Duracast Swirltex
- Apex Duracast Pebbletex
- Apex Duracast Crosstex
- Apex Duracast Dholpurtex
iii) Wall Art
a) Express series
- Untamed
- Earthy
- Rhythmic
- Spiritual
b) Earth series
- Tree of life
- Prayer for earth
- Walking in the woods
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- Flow
c) Prosperity Series
- Laughing Fields
- Singing Flowers
- Dancing Waves
iv) Tile guard
a) Apex Tile guard
v) Undercoats
a) Primers
- Smartcare Primero
- Trucare Exterior Wall Primer
- Trucare Bioblock
b) Putty
- Trucare Wall Putty
- Trucare Filling Putty
3) Waterproofing
i) SmartCare Bathroom Waterproofing Membrane
ii) SmartCare Waterproofing APP Membrane
iii) SmartCare Damp Block 2K
iv) SmartCare EPDM Membrane
v) SmartCare FabSeal
vi) SmartCare Multi-purpose Polymer
vii) SmartCare SBS Membranes
viii) SmartCare Textured Crack Filler
ix) SmartCare AkrylMax
x) SmartCare Crack Seal
xi) SmartCare Crackshield
xii) SmartCare Crackshield
xiii) SmartCare Damp Block
xiv) SmartCare Universal
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xv) SmartCare Vitalia
xvi) SmartCare Damp Proof
xvii) SmartCare Hybrid PU Sealant
xviii) SmartCare Joint Tapes
xix) SmartCare Terrace Tile Primer
xx) SmartCare Tile Grout - Epoxy Based
xxi) SmartCare Tile Grout - Cement Based
xxii) SmartCare Glass Tile Adhesive
xxiii) SmartCare Tile Adhesive for Tile-on-Tile
xxiv) SmartCare Tile Adhesive for Normal Application
xxv) SmartCare Damp Sheath Interior Primer
xxvi) SmartCare Damp Proof Ultra
xxvii) SmartCare Epoxy Triblock
xxviii) SmartCare Vitalia NEO
xxix) SmartCare Repair Polymer
xxx) Smart Care Instant Leak Stop
4) Metal Finishes
i) Enamels & Epoxy
a) Asian Paints Apcolite 2-Pack Epoxy Finish
b) Asian Paints Apcolite Advanced Hi-Gloss Enamel
c) Asian Paints Royale Luxury Enamel
d) Asian Paints Apcolite Premium Gloss Enamel
e) Asian Paints Apcolite Satin Enamel
f) Asian Paints Tractor Enamel
g) Asian Paints Apcolite Rust Shield
5) Wood finishes
i) WoodTech Emporio PU Palette
ii) WoodTech Insignia
iii) Woodtech Emporio PU
iv) WoodTech Wood Stains Interior
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6) Adhesives
i) General Purpose
a) Asian Paints Loctite Quick
b) TruGrip Masking Tapes
c) Asian Paints FlexEasy
d) Trugrip CR-8
ii) Stones
a) Asian Paints Loctite Quick
b) Asian Paints Loctite Rapid
c) Asian Paints Loctite Tough
d) Asian Paints Loctite Tough X
e) Asian Paints FlexEasy
iii) Glass
a) Asian Paints Loctite Quick
b) Asian Paints Loctite Rapid
iv) Wood
a) Asian Paints Loctite Quick
b) Asian Paints Loctite Rapid
c) Asian Paints Loctite Tough
d) Asian Paints TruGrip
e) Asian Paints Loctite Tough X
f) TruGrip Masking Tapes
g) Asian Paints FlexEasy
h) Asian Paints TruGrip Max
v) Rubber
a) Asian Paints Loctite Quick
b) Asian Paints TruGrip Max
vi) PVC
a) Asian Paints TruGrip Max

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About the chosen product/service:
Asian paints is a company known for the happiness. Its taglines also resemble the happiness like
“Har ghar kuch kehta hai”, “where the heart is”. It gives the satisfaction to consumer that they
are choosing the best product for their dream house. We have chosen the product as paint. The
Asian paints have huge variety of paints for almost every group of the consumer. Paints include
majorly two types of paints: interior wall and exterior wall. Interior wall are for the in house
décor of the house and for the inner walls whereas exterior wall is for the outlook of the house.
In both the categories, they include multiple type of paints from luxury to economy and due to
their product variety it is the 3rd largest Asia paint company.

Chosen Product’s/service’s:

Segmentation:
Geographic bases

Asian paints have distributed its paint products according to the nature of people living in
different regions. Its Royale products are of super luxury and luxury prices which can be
afforded by people residing in metros and large cities. Thus the royale products are luxury range
products. The premium range products of Asian paints are the apcolite products which are
mostly for the people residing in small cities and thereafter they have tractor products which
have low prices and have full value of money and they are basically for people living in rural
areas.

Demographic bases

Demographic bases consider factors like age, family size and income level of the group. It
mainly focuses on the age group between 28 to 45 as usually they are the one who has the power
to decide. They then further also look upon mostly young families. We can associate both males
and females for paints as paint is not a particular gender base product. As Asian paints have
different products with different price as mentioned earlier, the products can be bought by any
income group people according to their preference.

Psychographic bases

The campaign of Har ghar kuch kehta hai and Har rang kuch kehta hai clearly shows how paints
affect the lifestyle of people. As every colour has a different meaning and impact on people’s

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mind it is very important to have a perfect colour of the place where you stay. Asian paints take
care of every aspect that matters in our life. An Asian paint is a value and brand conscious brand
which can clearly be known through this. And as it looks to be a premium brand people have
misbelief about it but deep inside if you know about it you can know that it provides all types of
products with different price which clears the beliefs made by people.

Behavioral bases

Usually paint is a product where we think of durability and price. Asian paints have maintained
its quality and also brought a huge Variety in it. When we think about paints Asian paint is the
one that always pops up. It has a great brand value which makes consumers give it a preference.

Target Market:

A company needs to have a clear mind about its target audience. Having a target market helps a
company to make its marketing strategies. Target market is basically dividing the market into
smaller segments and emphasizing on the group of people who are most likely to buy your
product. Financial resources can be allotted accordingly which will help in best utilization of
funds.

Asian paints deal in various products such as exterior paints, interior paints, primers, putties, and
other ancillary products as well. For different products different people are targeted. Targeting is
mainly based on quality and pricing of the product. Asian paints offer a large variety of products
under each segment. For exterior paints mainly the builders, contractors, real estate developers
are targeted. As Builders will be more concerned for durability here Asian paints offer exterior
finish known as cement paint or gattu. While interior paints are mainly targeted to home owners,
carpenters, contractors as well as interior designers. Carpenters and contractors are also targeted
for other ancillary products such as primers, putties etc.

Apart from all these products, Asian paints also want to enter rural market, for which they just
introduced new products known as utsav enamel and utsav acrylic distemper. These products are
low cost products to compete with local paint manufacturers. For these products local contractors
and carpenters can be targeted to enter rural market.

Positioning:

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Asian paints have been able to create a distinct position for itself over a long period of time.
Positioning of a brand refers to a place that is occupied in the minds of a customer by the brand.
The brand has undergone a change in the past few years and has become a consumer oriented,
value added paints company. With the rise of home décor and people furnishing their homes
quite often, Asian paints also transformed its products and came up with better products with
superior packaging.

The company came up with a core thought that “Asian paints is about people who invest their
emotional energy in their homes.” This ideology was reflected in their advertisements also and
helped them gain a major share in the Industry. An Asian paint is the leading paint company in
India with its operations in 19 other countries.

An Asian paint relies on two positioning strategies namely Usage class positioning where in the
product is positioned in the market on the basis of its usage and application. This is used
generally to expand the customer’s base. Another strategy used is based on the product
characteristics where in the benefits of using the products are advertised and those particularly
benefitted by the products are targeted and the product is positioned in that market.

Value Proposition:
Asian paints is India’s biggest and Asia’s third biggest paints corporation. Asian Paints is the
holding organization of Berger International. Asian Paints has been positioned 8 in Forbes
magazine rundown of world's most inventive organisations. An Asian paint has been the market
leader in paints category. It holds the biggest market share with 54.1% in the Indian paint
industry. In the 1950s, the organization introduced a "washable distemper", which was a
harmony between the modest dry distemper that stripped no problem at all. Asian Paints took up
the market and revealed yearly turnover of ₹23 crore in 1952 with just 2% PBT edge. In 1954,
they launched a campaign of Gattu, a mischievous boy with a paint bucket in his hand. By 1967,
it turned into the main paints maker in the country. They attract people by arriving at each house.
In the 1980's an aggregate sum of 85 crore was spent on the advertisement campaign by Asian
paint. Their specific promotion campaign ' Mera Walla Blue' "Har Ghar Kuch Kehta Hai ''
(Every home says something) cheering with celebrations and significant life occasions like
relationships and childbirth, the organization promoted it as an event to paint homes by
associating on a passionate level. They campaigned in such a way that individuals and the delight
of refurbishing one's home can make brilliant recollections. In the 1990s, the promotions
concentrated on the home outsides concentrating on how the paints could keep the outsides
timeless. In 2000’s company revamped its corporate identity and later changed its "Asian Paints"
logo to the shorter "AP". According to World's Coating 2017 report, it has been positioned tenth
among the Top paint organizations on the planet.

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Communication and consumer behaviour

The communication process

Asian paints' main communication mode is television advertisement. Apart from it they also communicate
through other modes like radio, print, internet, outdoor advertisement, retail outlets, seminar, workshops,
etc. It uses different advertising strategies for rural and urban areas. They made some aggressive
advertisements to push more customers towards them. Asian paints associate themselves with festivals to
create regional empathy for this they have made advertisements on different festivals. Asian paints also
does social media marketing to influence the maximum number of people. With this they also started up
with online marketing and customer helpline service. The different campaigns started by them have
helped in making good customer relations. Campaigns like ‘har ghar kuch kehta hai’,
‘#peopleaddcolour’, ‘mera wala blue’ etc. were held by Asian paints. The buying process at the Asian
paint site is also easy and quickly understandable. There is a four step process:

Step 1- We can choose the paint according to the budget we have in our mind.

Step 2- Then it calculates the cost accordingly and lets us know the quality of paint that we would require.

Step 3- Then we have the option to choose the textures, designs, colors, pattern, etc.

Step 4- The last step where we can buy the paint and get our walls painted.

Credibility of the source for the product

The credibility of our product Asian paints can be known through the brand ambassador that they have
used to market their product. To enhance the market value of Asian paints they have Deepika Padukone
and Ranbir Kapoor as its brand ambassador. We perceive the quality about both of them that they are
aesthetic so as to relate it with the paint. The film stars are also concerned about their health so as to relate
it with Asian paints they are environment friendly. They also help in showing that how Asian paint is
wearable, budget friendly and how easy it is to clean the walls painted with Asian paints.

Thus we can say that for our product Asian paint Deepika Padukone and Ranbir Kapoor is a credible
source.

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Media channel used by the product

Media channel used by the products/services:-

Electronic Ad’s

The promotional strategy adopted by Asian paint is quite unique. The company is using high profile brand
ambassadors like Akshay Khanna, Saif Ali Khan and Soha Ali Khan to promote Royale Luxury
Emulsion.

Print Ad’s

Asian Paints on Facebook

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A page with more than 90,000 fans and having an active engagement of 1,458 people is no doubt very
low. Many a time on its wall, the brand made the posts and quizzes so interesting for fans.

Asian Paint on Twitter

Asian Paint has 16.6K followers on Twitter page of this brand; well this is not impressive in any case. But
the content share on this page is much better and engaging than that in facebook. Asian Paints have also
used twitter to offer free giveaways to its fans, a strategy which again should have found its place on
facebook.

Asian Paint on YouTube

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Asian aims not only inspire to decor ideas but also celebrate beautiful homes of our customers. Asian
Paints have its own you tube channel name Asian Paints with total subscribers of 826000. They uploaded
more than 800 videos on their channel.

Asian Paints Website

Apart from Social media engagement, they also brought a contest on their website where the audience
was asked to share their Home stories and Vote for the best stories uploaded by other users , based on
votes the top stories were selected and gift were given to the uploaders.

 Media Channels used by the competitors:-

 Akzo Nobel India Ltd

 Bombay Paints Ltd
 Nerolac Paint
 Jenson & Nicolson India Ltd
 Berger paints

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 Berger paints

Social Media Marketing

Berger Paints have more than 95K followers on Twitter, 12K followers on Instagram and 1.17
million fans on Facebook. They have a strong presence on social media. Promote their campaign
on social media platforms to increase the engagement of the brand with their audience.

#JaldiKaro, #PickYourFavourite, #ColourChemistry campaign was started on multiple social

media channels including Facebook, Twitter and Instagram, as the hashtag was trending in India.

TV Commercial
Television is a main medium for promotion its products especially the high-end combinations. It
aims is to expand its resources across towns and small cities.

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 Offline Advertising
The brand made a big splash on travel media on metros, domestic flights and buses etc.

 Kansai Nerolac

TV Commercial

With two new TV ads featuring brand ambassador Sharukh khan revived original jingle “Jab Ghar Ki
Raunak Badani Ho” is made for Durga Pujja and Diwali.

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Cricket Ad’s

Nerolac has been an active advertiser in BCCI Cricket events for a very long time and its association with IPL
teams started in the year 2016.

Offline Ad’s

Through offline ad’s the brand wants to emphasize on creating a brand building and communicating about
their various products offering to the masses.

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Social Media Marketing

Recent Advertising strategy of the product

Asian paints as a company is which put a lot of effort in the promotion and advertising despite of
being in a colour production sector it also put a lot of effort in different sectors. They always
promote themselves in which the customer relates the most like walls of Kathmandu, har ghar
kuch kehta hai, they also advertise themselves on the social media platform like the Facebook
walls. This depict that they established very good relation with customers. Also company always
come what is trending in the market like their new product is related to health shield which kills
germs and doesn’t allow germs to stay on the walls. Due to increasing awareness about healthy
habits and people are now likely to prefer those product which are green in nature like which
promote healthy or anti-germs, like people tend to purchase more of those type of product. They
portray their product in such a way which customer felt it basic need and think of long term
which lead to purchase like paints of Asian paints can survive in all season and nothing affect the
paint of house, as a country like India where there are multiple season people do prefer that type
of product which survive all factor. Though company bring innovation every now and then still
they don’t run out of projects and shortage.

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  Does the communication

8. The influence of family on consumer behaviour towards product/service

Most customers belong to a family group.The family can apply significant impact in forming the example
of utilization and showing the dynamic jobs, individual qualities, mentalities and purchasing habits have
been molded by family influences.

Each member has his own intentions, convictions and inclination to the decision procedure. Each member
is impacted and impacts other relatives. You must have noticed how your purchasing inclinations
switched as you grew up. From the time you were a young person to the time you got wedded and off
having children, a few things have changed that have affected your purchasing behaviour.

Similarly from the time you were a young person to the time you had your own children things would
have changed like comparing to asian paints the time you were teenager your choice for Colours and
designs might be different as compared to the time where you have your own kids.So this is how family is
influenced & sometimes influences while buying process.Another example here is, in Asian paints the
Influence of family can be like where there are more kids in home they can influence their family for
going for glow in the dark paints as they provide this specially for kids. In the other way where there are
no kids, adulthood can influence sober colours as asian paints provide such offers for adults. So if one’s
wants and choices are met with that particular product then family influence plays a major role while
making a decision.

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Similarly this campaign shows the likes and dislikes of his wife which influenced decision making .”Har
ghar kuch kehta hai”.

Consumers decision making process for the product

Paints are usually applied once in few years. So, the first thing that a customer expects from the company
is durability. Paints are not applied frequently. Once it is applied a consumer expects it to stay in a good
condition for many years. Customers get highly involved in making decisions before selecting the
company as it is a costly and time-consuming process. With durability what customer needs the most is
the quality of paint, smoothness and customer service. People are usually very conscious about how
presentable their home looks. So, for that they very consciously select which colour to choose, which
texture to select and what combinations should be made. In order to fulfil that a paint company should
offer greater number of variety of colours, Asian paints offer almost 2200 different colours to choose
from.

Different aspects a consumer evaluate before selecting a brand for wall paints are;

 Quality: After few years of applying wall paint, we can see cracks being developed on walls,
which doesn’t give a good look to your house. So, consumer do evaluate all the companies on
the basis of quality before selecting one.
 Colour varieties: Some people don’t get satisfy fast, they need to see many different
combinations and varieties of colour. Different people have different choices, in order to satisfy
maximum number of choices, company should have large variety of colours.
 Price range: not everyone can afford every type and quality of paint. A company should have
different price range products available so as to include as many as people in their target market.
Here in our case Asian paints have a great pricing range which can cover low income group as
well as high income group.
 Customer service: customer always need a good service and its essential for a company to give
good after sale service as well.
This product can be purchased on various different platforms. Asian paints has its product available on
many different online sites like amazon as well as they have distributors to sell their products. They deal
directly through their showrooms as well where customers can get better experience of paints (how it
looks, its quality etc). Paints can’t be disposed of after applying, once it is on walls it stays up there. But if
you have any extra paint left which you want to dispose than you first need to dry it up. If there is very
less paint in container then keeping it in sun alone will help but if the paint is in greater amount then use
newspaper to soak up the paint then keep in sun. different marketing strategies like targeting sensations of
consumer can also be used for the product. With a good pleasant smell one can get attracted towards that
particular paint. If the paint has a smoothing texture that easily catches attention than customer is likely to
select your brand.

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