A Study On Brand Equity of Burger Paints

A
Summer Internship Project Report

On
“A Study on Brand Equity of Berger Paints in

Surat city”
At
Berger Paints India Ltd.
Submitted To
Institute code:-750
S.R. LUTHRA INSTITUTE OF MANAGEMENT
Under the Guidance of

Riddhish joshi
Assistant Professor
In partial Fulfilment of the Requirement of the

award of the degree of Master of Business
Administration (MBA)
Offered By
Gujarat Technological University
Ahmadabad
Prepared By:
Vishal H. Kanani
187500592050
MBA (semester – III)
Month & Year: July, 2019
PREFACE
The research “A Study on Brand Equity of Berger Paints in Surat city” with reference to
Berger paints will help to understand about the Brand equity of Berger paints.
The aim of the study is to study the brand equity and for that the brand equity variable are
used which are Brand awareness, brand association, brand loyalty, and perceived value.
In this, Questionnaire method has been used to know the response keeping the objectives of
research in mind and collecting the information by conducting personal interview and for
analysis of data SPSS software has been used.
The entire research work has been divided into different sections. The first section titled
“Introduction” deals with introduction to topic, Present Scenario of Paint industry, PESTEL
and SWOT of the paint industry.
The second section titled “Review of Literature” deals with survey of some studies relating
to analysis conducted in the past.
The third section titled “Research Methodology” describes brief introduction of research
study.
Then data analysis is done in the data collected by questionnaire. In which various test are
applied.
Last section contains the “Finding, Suggestions and Conclusion”

ACKNOWLEDGEMENT
For completion of my project, I would like to express my gratitude to Berger Paints India
Ltd. for giving me opportunity to work & carrying my project there.
I would also be thankful to Mr Kalpesh Darji, Mr. Kerov Thakur, Mr. Nilay Chavda and
Mr. Rajesh Aggrawal and other staff members of Berger paints, Surat who helped me in
completion of my project by giving their precious time and information about their
organization.
I would like to be grateful to Gujarat Technological University to include this Summer

Internship Project as part of curricular of MBA Program that helped me to gain practical
knowledge about corporate world.
I would also like to honour Mr. Riddhish Joshi, faculty of S. R. Luthra Institute of
Management, Surat who always helped me in completion of project by giving his precious
guidelines & suggestions regarding the project.
EXECUTIVE SUMMARY
The project on “A Study on Brand Equity of Berger Paints in Surat city” aims to study
the Brand equity of Berger paints and its variable which are contribute to brand equity.
Berger Paints India Ltd is the Second largest Paint Company in India with a consistent track
record of being one of the fastest growing paint companies, quarter on quarter, for the past
few years. Headquartered at Kolkata it has 10 manufacturing units and over 110 stock points.
The company also has an international presence in 4 countries – Russia, Poland, Nepal and
Bangladesh. With employee strength of over 35,00 and a countrywide distribution network of
25,000+ dealers, Berger is established in the sector with a varied portfolio of paints and tailor
made customer services
This study includes a descriptive research design, in which personal survey has been used.
For survey, Questionnaire has been designed to collect the response of the respondents, and a
sample size of 250 respondents has been selected on non-random sampling basis for carrying
research work.
After collecting data, it was found that the Brand association and perceived value are most
contributing factor as most of the people respond in favour of this question of this variable
And the brand awareness is weak variable in Brand equity as many people are not aware
about Berger paints. So there is scope of increasing awareness.
And after applied tests it was found that variables not having any significance difference
across demographic variable. And except two variables not any other has not any association
with a demographic variable.
TABLE OF CONTENTS
 Company certificate
 Student’s Declaration
 External Examiner Certificate
 Plagiarism Report
 Institute’s Certificate
 Company’s Certificate
 Preface
 Acknowledgement
 Executive Summary
Sr. No. Particulars Page No.

1. Introduction 1
2. Industry Profile 4
a. History 5
b. Over view of Paint Industry 6
c. Industry structure 11
d. PESTEL 16
3. Company Profile 17
a. Company Profile 18
b. Organization structure 22
c. SWOT 24
4. Review of Literature 27
5. Research Methodology 43
a. Problem Statement 44
b. Research Objective 44
c. Research Design 44
i. Type of Design 44
ii. Sampling 44
iii. Data Collection 45
iv. Tools for Analysis 45
v. Benefits of the study 45
vi. Limitations of the Study 45
6. Data Analysis 47
7. Findings and Conclusion 95
Bibliography 99
Annexure 103
LIST OF TABLES
Table Page
Sr. No. Particulars No. No.
1 Products 2.1 23
2 Gender 6.1 48
3 Age 6.2 49
4 Education 6.3 50
5 Occupation 6.4 51
6 Awareness 6.5 52
7 Preferences 6.6 53
8 Recommendations 6.7 54
9 value for money 6.8 55
10 Trustworthiness 6.9 56
11 Berger is different 6.10 57
12 Price premium 6.11 58
14 Quality of Berger 6.13 60
15 Growth of Berger 6.14 61

16 Innovation of Berger 6.15 62
17 Personality of Berger 6.16 63

19 Is Berger best 6.18 65
20 Is Berger leader 6.19 66
21 Opinion 6.20 67
22 Type of Opinion 6.21 68
23 Mann-Whitney U Test 6.22 69

24 Kruskal-Wallis Test 6.23 70
27 Frequency between Quality of Berger paint and Education 6.26 73
Chi-square test between Quality of Berger paint and

28 6.27 73
Education
29 Frequency between Price Premium & Age 6.28 74
30 Chi-square test between Price Premium & Age 6.29 74
31 Frequency between Price Premium & Occupation 6.30 75
32 Chi-square test between Price Premium & Occupation 6.31 76
33 Frequency between Growth of Berger paint and Age 6.32 77
34 Chi-square test between Growth of Berger paint and Age 6.33 77
35 Frequency between Growth of Berger paint and Education 6.34 78
Chi-square test between Growth of Berger paint &

36 6.35 79
Education
Frequency between Innovation in Berger paint and
37 6.36 80
Education
Chi-square test between Innovation in Berger paint and
38 6.37 81
Education
Frequency between Personality of Berger paint and
39 6.38 82
Education
Chi-square test between Personality of Berger paint &
40 6.39 82
Education
Frequency between Personality of Berger paint and
41 6.40 83
Education
Chi-square test between Personality of Berger paint &
42 6.41 83
Occupation
43 Frequency between Perceived value and Education 6.42 84
44 Chi-square test between Perceived value and Education. 6.43 84

45 Frequency between Perceived value and Occupation 6.44 85
46 Chi-square test between Perceived value and Occupation. 6.45 86
Frequency between Personality

47 6.46 87
&ooccupation
48 Chi-square test between Personality and Occupation 6.47 87
Frequency between is Berger paint is best

49 6.48 88
&Gender.
Chi-square test between Is Berger paint is best and
50 6.49 88
Gender.
Frequency between is Berger paint is best &
51 6.50 89
Education.
52 Chi-square between is Berger paint is best & Education 6.51 89
53 Frequency between Is Berger paint is leader & Education 6.52 90
54 chi-square between Is Berger paint is leader & Education 6.53 91
chi-square between Opinion about Berger

55 6.54 91
Paints and Gender
Frequency between Opinion about Berger
56 6.55 92
Paints and Education
chi-square between Opinion about Berger
57 6.57 92
Frequency between Type of opinion and
58 6.58 93
Gender
chi-square between Type of opinion and
59 6.59 93
Gender
60 Education 6.60 94

61 6.61 94
Education
LIST OF FIGURES
Figure Page
Sr. No.
Particulars No. No.
1 Brand Equity 1.1 1

Indian paint industry
2 2.1 11
3 Gender 6.1 48
4 Age 6.2 49
5 Education 6.3 50
6 Occupation 6.4 51
7 Awareness 6.5 52
8 Preference 6.6 53
9 Recommendations 6.7 54
10 value for money 6.8 55
11 Trustworthiness 6.9 56
12 Berger is different 6.10 57
15 Quality of Berger 6.13 60
16 Growth of Berger 6.14 61
17 Innovation of Berger 6.15 62
20 Is Berger best 6.18 65
21 Is Berger leader 6.19 66

22 Opinion 6.20 67
23 Type of Opinion 6.21 68

CHAPTER: 1
INTRODUCTION OF STUDY
BRAND EQUITY
Brand equity refers to a value premium that a company generates from a product with a
recognizable name when compared to a generic equivalent. Companies can create brand
equity for their products by making them memorable, easily recognizable, and superior in
quality and reliability.
When a company has positive brand equity, customers willingly pay a high price for its
products, even though they could get the same thing from a competitor for less. Customers, in
effect, pay a price premium to do business with a firm they know and admire. Because the
company with brand equity does not incur a higher expense than its competitors to produce
the product and bring it to market, the difference in price goes to margin. The firm's brand
equity enables it to make a bigger profit on each sale.
4 Main Elements of Brand Equity are as follows: 1. Awareness, 2. Brand associations, 3.
Perceived quality, 4. Brand loyalty.
Figure: 1.1 Brand Equity
1
1. Awareness:
Awareness of the brand name among target customers is the first step in the equity building
process. Awareness essentially means that customers know about the existence of the brand
and can also recall what category the brand is in.
The lowest level of awareness is when the customer has to be reminded about the existence of
the brand name, and that it is being a part of a particular category. In aided recall, the
customer can recognize the company’s brand from among a list of brands in the category.
In unaided recall, the customer himself mentions the company’s brand. The highest level of
awareness is when the first brand that the customer can recall upon the mention of the
product category is the company’s brand. This is called top-of-mind recall.
Awareness of the name acts as an anchor to which everything else about the brand is linked,
much like the name of a person acting as an anchor for tying all associations about him.
Building awareness involves making the brand visible to the relevant target audience by
various promotional methods such as publicity, sponsorships, events, advertising, instigating
word-of-mouth promotion, etc.
2. Brand associations:
Anything that is connected to the customer’s memory about the brand is an association. Customers
form associations on the basis of quality perceptions, their interactions with employees and the
organization, advertisements of the brand, price points at which the brand is sold, product categories
that the brand is in, product displays in retail stores, publicity in various media, offerings of
competitors, celebrity associations and from what others tell them about the brand. And this is not an
exhaustive list.
Consumers add to brand associations with each and every interaction they have with the brand. All
these associations are not formed only due to their interactions with the organization. Many
associations are formed from what others tell customers about the brand.
It is absolutely crucial that the company plan each interaction with every customer and relevant others
(media, shareholders, employees, government) so as to eliminate even the slightest chances of any
negative associations that can emanate from any of these sources.
Associations contribute to brand equity, as strong, positive associations induce brand purchases,
besides generating good word-of-mouth publicity. Such associations can also help the company in
leveraging the brand, create strong barriers to entry for competitors, give trade leverage to the
company and enable the company to achieve differential advantage.
2
3. Perceived quality:
Perceived quality is also a brand association, though because of its significance, it is accorded a
distinct status while studying brand equity. Perceived quality is the perception of the customer about
the overall quality of a brand.
In assessing quality, the customer takes into consideration the performance of the brand on parameters
that are important to him, and makes a relative judgment about quality by assessing competitor’s
offerings as well. Therefore, quality is a perceptual entity, and consumer judgments about quality
vary.
Quality perceptions influence pricing decisions of companies. Better quality products can be charged
a price premium. Quality is one of the main reasons for consumer preference for a brand in any
product category. Thus, superior perceived quality can also be used to position the brand.
4. Brand loyalty:
A customer is brand loyal when he purchases one brand from among a set of alternatives consistently
over a period of time. In the traditional sense, brand loyalty was always considered to be related to
repetitive purchase behaviour.
For some products such as purchasing a house or an automobile, repetitive purchase behaviour may
not occur. In these situations, attitudinal brand loyalty, i.e., consumer feelings about the brand that
was purchased, and their inclination to recommend the brand to others are measured.
Brand loyalty is usually rated as the most important indicator of brand equity because loyalty
develops post purchase and indicates a consistent patronage by a customer over a long period of time
whereas all other elements of brand equity may or may not translate into purchases.
Brand loyal customers form the bedrock of a company. Higher loyalty levels lead to a decrease in
marketing expenditure as such customers act as positive advocates for the brand. Besides, a company
can introduce more products in its portfolio that are aimed at the same customers at less expenditure.
It also acts as a potential barrier to entry for new players and gives time to the company to respond to
competitive threats.
The bargaining power of the company with the trade channel members is stronger when there are
many loyal customers who would only buy the company’s brand. In this case, the retailer merely
distributes the manufacturer’s products.
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CHAPTER 2
INDUSTRY PROFILE
4
History
Paint — the group of emulsions generally consisting of pigments suspended in a liquid
medium for use as decorative or protective coatings — made its earliest appearance about
30,000 years ago. Cave dwellers used crude paints to leave behind the graphic representations
of their lives that even today decorate the walls of their ancient rock dwellings.
The paint and coatings industry, however, had to wait for the Industrial Revolution before it
became a recognized element of the American national economy. The first recorded paint
mill in America was reportedly established in Boston in 1700 by Thomas Child. A century
and a half later, in 1867, D.R. Averill of Ohio patented the first prepared or “ready mixed”
paints in the United States.
In the mid-1880s, paint factories began springing up in population and industrial centers
across the nation. Mechanization was making the manufacturing process accessible to a
larger and less specialized group of entrepreneurs. The weight of prepared paint makes it
expensive to transport, so a decentralized structure of small manufacturers in discrete markets
dominated the industry until the mid-1900s.
Besides mechanizing and professionalizing the paint industry, the Industrial Revolution also
created vast new markets for paints and coatings. Virtually every product created on an
assembly line — from the Model T Ford to the latest-model television — makes extensive
use of paints and coatings to beautify, protect and extend the life of the manufactured goods.
Many of today’s paints and coatings may go unnoticed by the consumer, but play
immeasurably valuable roles in delivering high-quality foodstuffs, durable goods, housing,
furniture and thousands of other products to market. Total sales for the industry were
approximately $22 billion in 2014.
As soon as the impact and potential risks of various paint components have been quantified,
paint manufacturers take action. Historically, the industry readily responded to environmental
and health concerns by altering the chemistry of its products to control risks. Paint
manufacturers started replacing lead pigments in some paints, for example, before World War
II, when safer alternatives became available.
Industry consensus standards limiting the use of lead pigments date back to the 1950s, when
manufacturers led a voluntary effort to remove lead from house paints. Common house paints
have contained little, if any, lead since then. In 1978, the Consumer Product Safety
Commission banned the use of lead in consumer paint.
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Contemporary paints and coatings consist of countless compounds uniquely formulated to
fulfill the varied requirements of hundreds of thousands of applications. “Paint” ranges from
the broad group of environmentally-sound latex paints that many consumers use to decorate
and protect their homes and the translucent coatings that line the interior of food containers,
to the chemically-complex, multi-component finishes that automobile manufacturers apply on
the assembly line.
However you look at it, paints and coatings have evolved from the simple Early Man colors
on cave walls into a primary protective barrier between our possessions and our environment.
OVERVIEW OF PAINT INDUSTRY

1.1) Brief Description
What is paint?
Paint could be a blend of (1) Pigment, (2) Extenders, (3) Binders, (4) Solvents, (5) Additives.
It for the most part gives partner degree murky film, some of the time straightforward paint
films too. It is accessible as fluid (Solvent base Enamels paints and Primers), as thick, curd
like gooey fluid, (Emulsion paints for divider) as glue (Putty Type) and furthermore the
assortment of powder (Oxides for floor, Cement paint, Powder base putty, and so on.). It
gives sparkling end, some time or another semi gleaming paints, at some point sheen
complete and in some cases matt completion. There are 2 sorts of paints (1) Solvents and (2)
Water base.
Why we paint the surface?
The principle goal of painting are, (a) to shield the surface from many factor like, downpour,
organism, saline water, heat, daylight, UV beam, dust, and so on and another goal is (b) to
give stylish look and (c) to guide individuals the traffic rule, and so forth. the paint is a few
sorts like decorative paints, defensive covering, mechanical paints, car paints, and powder
covering.
What are the essential tools are used whereas painting?
We for the most part utilize the accompanying (1) Paint Brush, (2) Sand Papers/Water Papers
of various evaluations, (3) Waste fabric, (4) Putty blades, (5) Spray weapon
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PIGMENT:
Pigmenti offers shading to the paint. At the point when connected on a surface it gives
obscure paint film to the surface. The shades are two sorts. Those are (1) natural Pigmenti (2)
inorganic Pigmenti. The shades are available inside an assortment of powder. It is to be
faulted for the inclusion and action is invert. If it's not too much trouble note there are a few
hues, United Nations organization give lower inclusion and lower movement by birth. Those
hues are red shading, yellow shading, and orange shading. The natural shades are spotless in
shading while inorganic colors are filthy in shading. Value insightful natural is costly and
inorganics are less expensive. Life on divider inorganic shades gives higher life when
contrasted with natural.
EXTENDER:
As a rule, artificially it is dormant. A portion of the extenders are handled minerals while
others are with synthetic concoctions prepared. The name of some extender is as per the
following: (1) Barites (2) whiting (3) china mud (4) soapstone (5) French chalk (6) mica and
there many. It doesn't give any shading and subsequently no action property. The
qualification among shade and extender is a record of refraction (R). On account of color,
Ocean State is higher as contrast with the extender. If you don't mind note that higher the
Ocean State is higher the concealing/darkness and unmistakably in inclusion. Along these
lines once extenders are used in paints folios it gives no shading, and practically
straightforward. The primary reason we utilized extenders in paints is to lessen the shine of
the paint. A higher extent of extender used in paint diminishes a ton of sparkle of paint and it
moves towards gleam to high brilliance end, sheen completion to matt completion. In an
alternate word, we will choose the extenders as a tangling specialist.
BINDER:
In the least demanding strategy, it will be sketched out commonly that dilemma shade and
extender (assuming any) along and ensure the adherence of paint of the substrate once
connected like paint. Shade and extender square measure ground and spread inside the
fastener all through the delivering technique. It is basically liable for offering life to shading
once connected superficially. When we square measure connected to paint on a substance, it
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stirs something up with (1) erosion (2) water (3) heat (4) air (5) light and (6) earth for
example dust. The cover quality chooses its strength, which means up to what degree it
(fastener) can battle with the above elements. More fragile the fastener diminishes the life of
paint, and eventually the life of surface lessen. It's a national misfortune. We made
misfortune to the state is concerning 50k enormous whole number p.a. It is our obligation to
capture this misfortune. How it is conceivable? It is potential exclusively to understanding the
significance of paint and painting.
SOLVENT:
It is fluid material. It is used in three states like (1) in delivering a strategy for fastener (2) in
creating a technique for paints and (3) while in the application strategy for paints. After use
of paints on substrates, it vanishes to air. There are two kinds of solvents and aliphatic
dissolvable. Aliphatic dissolvable square measure petroleum product metallic component
item while fragrant dissolvable square measure coal metallic component item. Aliphatic
solvents are dissolvable are moderate vanishing while fragrant dissolvable quick dissipates
solvents.
ADDITIVES:
Added substances are numerous in no. , in any case, all square measure utilized less in sum. It
overhauls the nature of paint. Utilization of inordinate amounts of added substances will
make issues. The Georgia home kid mum amounts you'll have the option to utilize square
measure five-hitter max. It is acclimated with improve the ensuing properties of paints.
Interest for paints originates from two general classifications
 Decorative Major fragments in decorative epitomize outside divider paints, inside

divider paints, wood completes, and lacquer and auxiliary items, for example,
preliminaries, putties, and so forth. Enhancing paints represent around 80% of the
general paint showcase in India. Asian Paints is the market chief during this area.
Interest for elaborate paints emerges from menage painting, design and other
showcase purposes. Request inside the festal season (September-December) is
significant, when contrasted with different periods. This area is worth delicate and
possibly a higher edge business when contrasted with the modern segment.
 Industrial: 3 primary portions of the monetary part epitomize car coatings, powder
coatings, and defensive coatings. Kansai Nerolac is the market head during this area.
8
Client businesses for modern paints epitomize autos building and customer
merchandise. The modern paints area is way extra innovation serious than the
decorative segment.
 The paints part is stuff concentrated, with more than three hundred crude materials
(half Petro-based subsidiaries) worried inside the creating technique. Since a large
portion of the crude materials, are shake oil-fundamentally based, the exchange edges
from relaxing unrefined expenses.
 2017-18 was A momentous year for the household showcase. The presentation of
GST introduced an extremely new period in Indian business. The Paint exchange with
progress embraced the new lawful framework place in situ.
 The industry felt the effect of demonetization, just as GST and request overall for the
business, was curbed in both the sections. The sorted out players are relied upon to
perform higher than the little and medium-scale players. The business, in any case,
sees GST as positive and useful over the long haul.
 Under the work in Republic of India initiativ Under the work in Republic of India
activity, the administration of India means to build the portion of the assembling part
to the total national output (GDP) to 25% purchase 2022 from the current 16%.
 The fabricating part can possibly prevail in US$ one trillion by 2025 and the Republic
of India is anticipated to rank among the 3 development economies and creating goals
of the globe by 2020. These variables expected to impressively help mechanical paint
utilization.
FINANCIAL YEAR 2018
The year FY18 began retail off-take in May-June was diminished due to GST usage from 1
July 2017. Subsequently, first-quarter fell of desires. The trader channel proceeding to be
uncertain during the time quarter anyway by virtue of AN early Diwali, development
returned.
 On the value front, the primary portion of the year saw a deflationary pattern, which
prompted a decrease in crude material costs. From the half of the year, the industry
saw an inflationary pattern. This pattern is foreseen to quicken inside the New Year,
further putting weight on expenses.
 Rupee unpredictability moreover added to vulnerability on the value front and
proceeding to frame difficulties for the exchange.
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 The delivering some portion of the IIP recorded four.4% development in FY17 and
8.4% in December 2017. The creation levels are required to get development again as
the Goods and Services Tax (GST) has at last been actualized.
PROSPECTS:
Decorative paints segment is foreseen to observe higher development going ahead.
The business endeavor motivating forces given by the govt to the lodging division
have inconceivably profited the lodging segment. This will benefit key players inside
the long run.
 The Indian paint and covering exchange is foreseen to develop relentless inside the
short and medium-term on the back of strong development in the Indian economy.
India's young populace speaks to a huge possibility as extra youthful Indians be a
piece of the labor and can have salary advertised.
 The producing part developed at a CAGR of vi.9% somewhere in the range of FY12
and FY18.
 Huge residential market with an expediently expanding financial class and by and
large populace. By 2030, Indian financial class is foreseen to possess the second-
biggest offer in world utilization on 17 November. (Source IBEF)
 Just like GST, the Government is relied upon to proceed with its changes plan, with
arrangement choices to come in segments like framework and power. These changes
would supply pleasant impulse to the economy furthermore on the artistic creation
exchange.
 Decorative paints fragment is required to observe higher development going ahead.
The monetary motivating forces given by the administration to the lodging area have
tremendously profited the lodging segment. This will profit key players in the long
haul.
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1.2) Industry Structure
Indian Paint Industry is more than 1000 years of age. Its beginning will be replicated back to
the putting in of a modern plant by Shalimar paints in the urban focus in 1902. Till the
Second fighting, the business comprised of little makers and 2 outside firms. After the war,
the imports ceased which prompted the setting up of assembling offices by neighborhood
business visionaries. In any case, the outside firms proceeding to command the market, which
in a way is the present situation also. The underlying decades saw the total predominance of
British Paint organizations, for example, GoodlassNerolac (presently KansaiNerolac), ICI,
British Paints (presently Berger Paints), Jenson and Nicholson and Blundell &Eomite. The
Indian Paints segment is esteemed at Rs 6,800 centers in worth terms and is divided. The ebb
and flow request is measurable to be around 650,000 tons for every annum and is regular in
nature. The per capita utilization of paints in the Asian country remains at one-kg p.a. when
contrasted with 1.6 kg in China and 22 kg in the created economies. India's offer inside the
world paint market is essentially 0.6%
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The Indian Paint industry can be isolated as:
 The sorted out segment involving huge and medium size units
 The disorderly or the little scale division.
There square measure as of now twelve players inside the sorted out part with a piece of the
pie of seventy-seven. This is in qualification to the fifty-fifth offer that the field directed a
few years back. Significant firms during this segment grasp Asian Paints (42% piece of the
pie), Berger Paints (23% piece of the pie), ICI (6% piece of the pie), KansaiNerolac (10%
piece of the overall industry), Jenson Nicholson (4% piece of the pie), Shalimar Paints and
Rajdoot Paints. The sorted out segment has completely developed at a CAGR of eleven.5%
inside the most recent 5 years. The disorderly segment including more than 2000 units
incorporates a joined piece of the pie of around half-hour. The real players square measure
Asian Paints, KansaiNerolac, Berger, ICI, and Shalimar. As of late, world pioneers like Akzo
Noble, PPG, Dupont, and BASF have set up base in India with item ranges, for example, auto
restores powders and modern coatings. Kansai Paints of Japan, which went into a coordinated
effort with KansaiNerolac in 1984, is currently the holding organization for KansaiNerolac
with 64.52 % value holding. PPG incorporates an endeavor with Asian Paints to fabricate
mechanical coatings. Jenson and Nicholson and Snowcem Asian country are no longer
dynamic players because of waning deals as of late.
In the Nineteen Nineties, helped by a developing economy, the paint business had recorded a
solid development of 12-13 % yearly. This was mainly on account of a strong decrease in
extract from an amazing four-hundredth to Sixteen Personality Factor Questionnaire. Be that
as it may, the development was confined in 2000-03 to single digits. There was a recovery in
2003-2004 with solid development of thirteen.8.The per capita utilization of paint in the
Asian country is 700 grams against nineteen measurement weight unit inside the U.S., and
2.7 kg and 5.8 measurement weight unit in various creating nations like China and Brazil. As
the utilization goes with reasonableness, the low Indian figure isn't an amazement. High
extract obligations, low innovation and low capital expenses for generation prompted the
frequency of a high number of units in the little scale area. Be that as it may, since 1992 the
govt. has been methodicallly bringing down obligations from forty.5% in 1992 to around
16% as of now. This has prompted a bringing down of the value differential between the
sorted out and disorderly segment. Besides, the paints part was furthermore permitted to state
MODVAT credit on Petro-based product, so bringing down the extract rate any.
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1.3) Paints and Their Market Share:
Here’s the list of top 10 Paint companies in India-
Akzo Nobel India Ltd
Akzo Nobel India Ltd(otherwise called Dulux Paints) was established in the year 1993. It is
headquartered in Amsterdam, Netherlands. Its item range incorporates Basic and mechanical
coatings, synthetic concoctions, beautifying paints, modern (re)finishing items. The
organization is known for its creative items.
Asian Paints Ltd
Asian Paints Ltd is an Indian global paint organization headquartered in Mumbai,

Maharashtra. It was established in the year 1942. The Company is occupied with the matter
of assembling, selling and conveyance of paints, items identified with home stylistic theme,
coatings, shower fittings and giving related administrations. It is one of the main 10 paint
organizations in India.
Berger Paints India Ltd
Berger Paints Ltd was established in the year 1923. Its item range incorporates paints,
coatings, backdrops, synthetic concoctions, development and unified items. Its headquarter is
situated in Kolkata, India. The organization is available in global areas including Poland,
Nepal, Bangladesh, and Russia. It is one of the quickest developing organization in each
quarter. Its item range incorporates Exterior Wall Coatings, Interior Wall Coatings, Berger
Metal and Wood Paints, Undercoats, Express Painting and Construction Chemicals.
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Kansai Nerolac Paints Ltd
Kansai Nerolac Paint Ltd was established in the year 1920. It is headquartered in Mumbai,
Maharashtra. Its item range incorporates ornamental paints, coatings, mechanical
(re)finishing items, essential and modern synthetic concoctions and so on. It creates and
supplies paint frameworks utilized on the end goals of the cycle, material taking care of gear,
transport bodies, electrical parts, compartments and furniture ventures.
Jenson and Nicholson India Ltd
Jenson and Nicholson India Ltd was established in the year 1922. It is one top paint
organizations in India. It is giving world class items arranged by utilizing the most recent
innovation. The organization offers items in different classifications, including inside,
outside, metal, wood, undercoats, modern and architect wrap up. The organization likewise
fabricates varnishes, polishes, distemper, cellulose and manufactured gums.
Shalimar Paints Ltd
Shalimar Paints Ltd was established in the year 1902. It is headquartered in Gurgaon,
Haryana. It is established by AC Turner and AC Wright. The organization is engaged with
assembling and promoting of modern coatings and beautiful paints. Huge numbers of Indian
notorious structures are painted by Shalimar Paints Ltd.
English Paints India Ltd
English Paints was propelled in India in the year 1947. It is putting forth a creative scope of
engineering and modern coatings. It is putting forth beautiful paints like veneer, surface, and
waterproofing arrangements.
Snowcem Paints Pvt Ltd
Snowcem Paints Pvt Ltd was established in the year 1959. It was built up in Mumbai in that
year by George Lillington. It is headquartered in Mumbai, Maharashtra. Snowcem Paints is a
main maker of an outside bond based workmanship paint in India.Snowcem started
producing coatings and outside paints for the Indian market. Snowcem is basically
assembling water-based paints.
Jotun India Pvt Ltd
Jotun India Pvt Ltd was established in the year 1926. It is headquartered in Sandefjord,
Norway. It is primarily offering execution covering including powder, protectiv
14
Shalimar Paints Ltd
Shalimar Paints Ltd was founded in the year 1902. It is headquartered in Gurgaon, Haryana.
It is founded by AC Turner and AC Wright. The company is involved in manufacturing and
marketing of industrial coatings and decorative paints. Many of Indian iconic buildings are
painted by Shalimar Paints Ltd.
British Paints India Ltd
British Paints was launched in India in the year 1947. It is offering an innovative range of
architectural and industrial coatings. It is offering decorative paints like enamel, texture, and
waterproofing solutions.
Snowcem Paints Pvt Ltd
Snowcem Paints Pvt Ltd was founded in the year 1959. It was established in Mumbai in that
year by George Lillington. It is headquartered in Mumbai, Maharashtra. Snowcem Paints is a
leading manufacturer of an exterior cement-based masonry paint in India.Snowcem began
manufacturing coatings and exterior paints for the Indian market. Snowcem is mainly
manufacturing water-based paints.
Jotun India Pvt Ltd
Jotun India Pvt Ltd was founded in the year 1926. It is headquartered in Sandefjord, Norway.
It is mainly offering performance coating including powder, protective, marine and
decorative paints. The leading paint has the presence in more than 100 countries.
Nippon Paint India Pvt Ltd
Nippon Paint India Pvt Ltd is a Japanese paint and products manufacturing company. It is the
seventh largest paint manufacturer globally and one of the top paint companies. The company
was founded in the year 1881 by Jujiro Moteki and Komyosha. The company produces high
quality paints and coats for automotive, industrial and decorative sectors. The company is
also famous for its eco friendly products which include- Marine coatings, automotive
coatings, industrial coatings and fine chemicals.
15
1.4) PESTEL ANALYSIS
POLITICAL FACTORS
 India, the largest democratic country in the worldi
 The political situation is more or less stable in naturei
 Export oriented Economyi
ECONOMIC FACTORS
 iMarket based economy
 iSecond fastest growing economy in the world
 India is the third largest in term of purchasing poweri
 Introduction of FDI in paint sectorsi
SOCIAL FACTORS
 India is the second largest populated economy in the world
 Rise in price of raw material
 Import of raw material
TECHNOLOGICAL FACTORS
 Emerging of IT sector
 Modernization of paint like (waterproof paints, Teflon coating, creating colors shops
etc.)
 Lead free paints
ENVIRONMENTAL FACTORS
 Impact of volatile organic compounds (VOCs)
 Lead free paints
 Season and climate changes
LEGAL FACTORS
 Pollution Control Law
 Health and Safety Law
 Environmental Law
16
CHAPTER 3
COMPANY PROFILE
17
COMPANY PROFILE
Berger Paints India Ltd is that the Second largest Paint company in India with a consistent
track record of being one amongst the quickest growing paint corporations, quarter on
quarter, for the past few years. Headquartered at Calcutta it's ten producing units and over
one hundred ten stock points. The company conjointly has a global presence in four countries
– Russia, Poland, the Kingdom of Nepal and the Asian country. With worker strength of over
35,00 and a state distribution network of 25000+ dealers, Berger is established in the sector
with a varied portfolio of paints and tailor-made customer services.
Company Philosophy
Purpose of Corporate Philosophy
An effective company philosophy helps an organization develop a definite company culture,
moral practices and strengthens the link between employers and staff. It also positions the
values of the company in the minds of others both within and outside of the organization.
Your corporate philosophy should give employees a standing point for the decision-making
process, so they are all operating on the same page. Developing a company philosophy
provides you one thing against that you'll compare candidates for brand spanking new
positions, thereby serving to you create hiring choices supported whether or not a person can
match within your corporate culture.
18
Creating a Corporate Philosophy
One of the primary things to think about once making a company philosophy is that the
purpose of your business. A company's philosophy will contain similar verbiage as a
company‘s mission statement, however in additional detail. For example, the mission
statement of a serious computer program company is, "To organize the world's information
and make it universally accessible and useful." A portion of that company‘s corporate
philosophy includes the statement, “We do a search. With one amongst the world‘s largest
analysis teams centered completely on determination search issues, we know what we do
well, and how we could do it better." By reading these and alternative similar statements in
its company philosophy, you'll ascertain its mission.
Corporate Philosophy Benefits
Small businesses profit greatly from developing a company philosophy. A primary good
thing about a company philosophy is that it helps to create long-lasting, trusting relationships
between your business and purchasers. You should implement your company philosophy at
intervals each level of your company, which allows customers to trust that they will receive
the same professional treatment throughout the organization. A corporate philosophy
conjointly builds consistency between your staff once staff is aware of the company’s
philosophy, it makes the integration of new hires easier and helps current employees embrace
changes at intervals the corporate that follows the company philosophy. Another good thing
about a company philosophy is that it will probably offer your company a competitive
advantage as a result of you possess a transparent vision of however you would like
customers and competitors to perceive your business.
Company history And Milestone
In 1770, Joseph Louis Barrow Steigenberger touched from urban center to London to sell a
Prussian blue color, which was made using his own formula. He then changed his name In
Lewis Berger and by l870 Berger Paints was selling 19 different pigments, including black
lead, sulfur, sealing wax and mustard. After the demise of Lewis Berger, his sons look over
the business. Sherwin -Williams. An American company bought control of the company in
the 1900s. By the 1940s Mr. Hadfleld set up Hadfield's (India) ltd a small paint company in
Kolkata on 17 December 1923. Towards the end of 1947. British Paints acquired Hadfield's
(India) Ltd and thus British Paints (India) Ltd was incorporated in the State of West Bengal.
In 1951, sales offices were opened in city and Mumbai and a depot was started in Guwahati.
This resulted in sales rising to Rs. 6 million in 1952. In1969 Berger, Jenson Nicholson
Limited. The UK bought British Paints (India)
19
From 1973 the company entered into one of the dynamic phases of business with the
introduction of new generation products in the industrial, marine and decorative segments
under the able leadership of its first Indian Managing Director Mr. DongargaokarMadhukar.
The year 1976 was another turning purpose within the history of the corporate once the
foreign holding within the company was diluted to below four-hundredth by the sale of a
portion of the shares lo the UB Group controlled by Mr. VittalMallya. The reins of the
company were taken over by Mr. Biji K Kurien as its Chief Executive & Managing Director
in the year 1980. Finally in the year 1983. the British Paints (India) Limited. changed its
name to Berger Paints India Limited. The entire 80s & 90s saw the lunch of the many new
products from the company‘s stable like premium emulsions and prime quality acrylic
distempers. The COLOUR BANK tinting system was launched through which the consumer
could sell from a range of over 5000 shades.
Again the fortunes of the corporate modified hands in 1991 with UB Group's stake within the
company bought over by the city primarily based Dhingra brothers, Mr. K.S.Dhingra & Mr.
G.S.Dhingra and their associates of the united kingdom Paints cluster. Presently Dhingras'
control a majority stake of almost 73% in Berger Paints India Limited, which is a
professionally managed organization, headquartered in Kolkata, with the stewardship resting
since 1994 until 2012 with the Managing Director Mr. Subir Bose. The current administrator
of Berger Paints Asian nation Ltd is an adult male. Abhijit Roy.
Company Background
Established in seventeenth Dec 1923, the corporate then called Hadfield's (India) Limited;
was a little paint company primarily based in Kolkata having its solely producing facility at
Howrah, state to produce prepared mixed stiff paints, varnishes, and distempers. Post-
independence, towards the top of 1947, British Paints (Holdings) Limited, U.K acquired
Hadfield's (India) Limited and thus British Paints (India) Limited was incorporated.
From a production capability of one hundred fifty tonnes and sales turnover of around Rs. 25
lakhs in 1947, the corporate has come back an extended thanks to become at one purpose of
time; a region of the worldwide BERGER cluster in 1983 and thereby acquiring its gift name
the Berger Paints Republic of India restricted to having after passed through more ups &
downs additionally as possession changes to achieve its gift standing whereby the bulk stake
is with Delhi based Dhingra brothers and business revenue more than Rs 5,165.73 CRS.
Today the Berger Paints Republic of India restricted, having exclusively used and developed
the name and trademark BERGER and every one its variants in the Republic of India, is a
20
household name in the paint. With Head workplace in Kolkata, the corporate manufactures
and markets a variety} of ornamental & industrial paint product below numerous product
brands and has it operations spread throughout the length & breadth of the country; with
seven producing facilities in Republic of India and quite eighty five depots, many regional
offices, besides four facilities overseas. It has a workforce of over 3500 employees and a
countrywide distribution network of 25000 plus dealers.
Berger Paints has clearly incontestible its commitment to Indian shoppers, by giving its
varied vary of high acting quality product backed by the highest level of client service.
Company's high moral standards in business dealings and its on-going efforts in community
welfare create the Berger Paints Republic of India restricted an accountable company subject.
While the company's ornamental Associate in Nursingd Industrial paints still gain an
increasing market share, Berger as a company has managed to realize property competitive
advantage through innovations altogether spear of business, desire to excel and by creating a
winning culture & abiding faith in its values & philosophy among all its stakeholders.
With Berger Paints we are able to currently see your imagination of color unroll before of
your eyes and watch your home awaken, telling cardinal tales.
Transform our home with the POWER OF IMAGINATION.
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Board of Directors
 Mr. Kuldip Singh Dhingra (Chairman)

 Mr. Gurbachan Singh Dhingra (Vice-Chairman)
 Mr. Abhijit Roy (Managing Director)
 Mr. Kamal Ranjan Das
 Mr. Pulak Chandan Prasad
 Mr. Naresh Gujral
 Mr. Gopal Krishna Pillai
 Mr. Dhirendra swarup
 Mr. Kanwardeep Singh Dhingra
 Mrs. Rishma kaur
22
Products
Interior Collection 1. Silk Luxury Emulsion

2. Silk Glamor Luxury Emulsion
3. Easy Clean Luxury Emulsion
4. Rangoli Total Care
5. Bison Acrylic Emulsion
6. Bison Acrylic Distemper
Exterior Collection 1. WeatherCoat long Life
2. WeatherCoat All Guard
3. WeatherCoat Anti Dustt
4. WeatherCoat Smooth
5. Walmasta
Enamels 1. Luxol Xtra
2. Luxol Satin Enamel
3. Luxol Lustre
4. Luxol Hi-Gloss Enamel
Wood Finish 1. Imperia All In One 2:1 PU
2. WoodKeeper Easy Clean 2K PU
3. Melamine
4. WoodKeeper 1K PU
Tex Luxol tures 1. Solitaire
2. WeatherCoat Tartaruga
3. Ruff N Tuff
4. Tuff Tex
Roof Coatings 1. WeatherCoat Kool & Seal

2. WeatherCoat Roof Guard
Table: - 2.1 Products
23
SWOT analysis of Berger Paints
Strength
 Product variety
Berger paints offer a wide range of product to the customers both industrial
customer and end individual customers.
 Brand awareness
As Berger is a 2nd biggest paint company in India after Asian Paints so we can
consider it as a good brand awareness and brand equity. We can easily identify the
company namen and what kind of products that are being offered by the company.
 Leadership
Dhingara brothers are the chairman and vice chairman of Berger paints and they
also owned 75% of stake in the organization. Under the powerful leadership of
Dhingara Brothers Berger Paints is become a second biggest paint company in
India.
 Large Distribution Network
Berger Paints has a good distribution network across the India which include more
than 25000 dealers and 100 stock units across India.
 Overseas market
Other than India Berger Paints is also present in Nepal, Russia, Bangladesh and
Poland. So it will lead to greater demand and high geographical reach.
24
Weakness
 Single segment dependence
Berger paint’s majority of revenue is come from a decorative segment. So we can
say that they are heavily depending on a single segment rather than equal revenue
from all segments.
 Negative publicity
Berger face a negative publicity because there is high level of lead found in the
paints manufactured by Berger paints and so that it will generate a bad brand
image and destroy the business for some time.
 Power of pricing
Because of a market characteristic and market type Berger has a low bargaining
power and low control over pricing. The pricing decision of a Berger must be
accordance with the current market pricing.
Opportunities
 Potential market growth
With the recent trend we can say due to urbanization there will be strong market
growth in future for and there will be high demand for paints in future.
 Government policy
As the current government is focus on development of industry, big city,
urbanization, we can say that there will be strong demand of paint sin future.
 Diversifications
There is huge future scope available for the company to diversify.
 Promotions
Like major competitor like Asian Paints and Nerolac who focus on more
advertisement for communication purpose while Berger has very low
advertisement. So with proper advertisement and using the marketing channels
Berger can create a brand value and increasing awareness and it will ultimately
build a strong customer base.
25
Threats
 Price of raw material
The fluctuation of the raw material required for manufacturing paint is very high
so it will generate addition cost.
 Competition
As we all know that there is cut throat competition between India’s top three paint
companies including Asian paints, Nerolac and Berger Paints. So the competitive
action may affect huge in a company’s performance.
 Entry of new players
As one part of paint industry market share is also occupy by unorganized sector
and thus new small payer are entering in a paint industry which will affect the
company and margins will be come down compare to other.
26
CHAPTER 4
Literature Review
27
2.1 Introduction:
The literature review commences the investigation using an academic approach by

researching the theories and works relating to various aspects of brand equity and different
products and service sectors in marketing. The study of review of literature provides the
existing gap in the study. In order to understand effectively the theories and relate them to
the research objectives in the following literature review have been studied.
Peter.H.Farquhar, (1989) in his article, Managing Brand Equity, has broke down the
importance of brand value and has discovered that there is a general understanding at the
calculated level with regards to the significance of brand value which can be outlined as
the budgetary worth blessed by the brand to the item and the brand value is estimated by
the gradual income from partner the brand with the item. The upper hand of firms that have
brands with high value incorporates the open door for effective expansions, versatility
against contenders' limited time weight and making of hindrances to focused section.
Customer put together viewpoint of value underlines with respect to mental and conduct
principles that go into the causality of purchaser buys like brand dependability, strength
and brand picture and so on., in the wake of recognizing the prerequisites of mental and
social perspectives. In structure brand value, a need has been made to investigate the
components and components engaged with mental and conduct fundamentals. The
specialist has distinguished three components for structure solid brand, in particular,
positive brand assessment, available brand disposition, and predictable brand picture.
Kevin Lane Keller, (1991) in his exploration paper on Conceptualizing, Measuring and
Managing Customer-Based Brand Equity, has directed an investigation with the point of
giving calculated structure of brand value. The creator has conceptualized brand value
from the viewpoint of the individual buyer and the consequence of the investigation
presented the idea of client based brand value, and characterized it as the differential
impact that brand information has on shopper reactions to showcasing movement for that
brand. A brand is said to have positive (negative) client based brand value when shoppers
respond more(less) positively to promoting blend movement for the brand when contrasted
with a similar advertising action that is credited to a theoretical or anonymous variant of
the item or administration. The principle discoveries of his investigation uncovered the
idea of client based brand value, in which the buyers know and acquainted with the brand
and hold some positive, solid, and special brand relationship in the memory. The brand
learning has been the premise of brand value which has been made by differential impact.
28
The differential impact (characteristics, advantages, and frames of mind) has been
recognized by brand affiliation.
Wagner A. Kamakura and Gary J. Russell, (1991) in their investigation on Measuring
Consumer Perceptions of Brand Quality with Scanner Data: Implications for Brand Equity,
have proposed three proportions of brand value: saw quality, predominance proportion and
impalpable worth, each dependent on the worth that the purchaser puts on an item. They
have assessed three proportions of brand, utilizing buyer decision accounts from retail
scanner information on controlled clothing cleansers. Group shrewd genuine model has
been utilized in the investigation. Seen worth has been considered to evaluate the worth
allocated to the brand, in the wake of limiting for situational factors, for example, cost and
advancements. Strength Ratio has been considered to assess the brand's capacity to
withstand value rivalry which is a significant pointer of a brand to esteem the firm. An item
or administration contains substantial and elusive properties. Elusive Value segregates the
part of value observations that can't be legitimately ascribed to the physical item. Aside
from the quality elements, impalpable properties are additionally recognized and tried how
far they influence the cost of brand. The discoveries uncovered that from a hypothetical
point of view, saw esteem and the strength proportion have been seemed, by all accounts,
to be proportionate ideas. Brands apparent to be of high caliber are likewise the most
grounded value contenders. Conversely, immaterial worth features the brand that is
uncommonly solid (or frail), contenders, and in respect to the brands' quality.
Park, Chan Su, V.Srinivasan,(1994) in their investigation on "A Survey-Based Method
for estimating and Understanding Brand Equity and Its Extendibility", have built up
another study based strategy for estimating, understanding a brand's value in an item
classification and assessed the value of the brand's augmentation into an alternate however
related item class. They have considered a client based meaning of brand value as the
additional worth invested by the brand to the item as seen by a shopper. The investigation
has been overview based, in regard of items, to be specific, toothpaste and mouth wash The
distinction between an individual buyer's general image inclination and brand inclination
are estimated at item characteristic levels which are legitimately included with utility. To
comprehend the wellsprings of brand value, the methodology has partitioned brand value
into property based and non-quality based segments. The technique gave the piece of the
overall industry premium and the value premium owing to mark value. The outcome
demonstrated that the proposed methodology has great unwavering quality, united
legitimacy, and prescient legitimacy. Their discoveries uncovered that among top brands,
29
trait based sources don't represent much in variety in brand value. Item qualities are the
variables which legitimately included with utility. The outcomes recommended the
significant ramifications for advertisers. Thus, future research has coordinated towards the
ID of connection among's qualities and different components of brand value.
Walfried Lassar, Benwari Mittal and Arun Sharma, (1995) in their investigation on
"Estimating client based brand value", have endeavored to gauge client based brand value.
The client based brand value scale has been created dependent on five basic components of
brand value, viz., Performance, esteem, social picture, dependability, and duty. They have
done three pilot thinks about and a scale has been created after pilot contemplates in which
83 things decreased to a size of 17 and the subsequent scale has been fundamentally
connected with a general proportion of brand value. 113 respondents have been considered
for the examination. LISREL has been connected to gauge the model. The estimation of
brand value has empowered organizations to assess their advertising customized and the
discoveries proposed that brands that scored higher on the client based brand value scale
by and large had more expensive rates. The estimation of brand value has helped in case of
promoting blend components of a brand.
David Aaker ,(1996) publish the paper in which aaker developed the scale to measure the
brand equity of any type of organization. Aaker developed four variables which lead to
brand equity and those variables are brand loyalty, brand awareness, perceived quality, and
brand association. And under those four variable there are more variable which are more
describing those four variable and those variable are price premium, loyalty, perceived
quality, leadership, perceived value, brand personality, organization association, brand
awareness. Aaker also state that if calculating every variable is not possible than by
deducting two or three variable also brand equity can measured.
Hye Yoon Jung, (1999) in his exploration paper on "University sports sponsorship and Brand
mindfulness An investigation of university sponsorship at a football match-up", has
endeavored to decide if understudies know about the brands and it has been related to the
factors impacting the degree of sponsorship. The motivation behind the examination is to
choose whether university sports sponsorship is successful as far as brand mindfulness and to
distinguish what variables can influence the adequacy level. He has likewise endeavored to
distinguish the adequacy of sponsorship in two diverse brand mindfulness measures, the
brand review and brand acknowledgment tests: An overview poll has been confined to test
the mindfulness level with a review test and acknowledgment test. The brand review test has
30
been led with open-finished inquiries, and brand acknowledgment has been tried with an
agenda of false and genuine brands. For review test, unaided review strategy was utilized.
Understudies were approached to review five backers' names. The acknowledgment test has
been utilized to list two real patrons' names and ten out distracters. An informative
investigation has been utilized to distinguish the quality and selectiveness of brand
mindfulness. Sexual orientation and number of recreations, the respondents went to have
been considered as autonomous factors in the investigation. The outcome has shown that the
brand mindfulness in the two elements of brand review and brand acknowledgment, has
effectively accomplished in client's mind both in term of solidarity and restrictiveness of the
connection among support and supported occasion. The finding has demonstrated that more
individuals have perceived the two most very remembered brands than brand review. The
outcome has demonstrated that the examination helped the two supporters and supported
association for getting profit by supported occasion and sponsorship modified.
Steven N. Silverman, David E. Sprott, Vincent.J. Paul, (1999) in their article on relating
purchaser based wellsprings of brand – value, have considered and estimated brand value
from an association and client point of view. The goal of the investigation has been
surrounded to discover the perspective – Consumer-based wellspring of brand value and
market based results. The information has been haphazardly gathered from 361 college
understudies and 92 brands have been taken for the primary investigation in 1993 and
second examination in1995. The examination of the main investigation uncovers through
relationship investigation that the central proportions of brand worth are week by week
corresponded with each other. The discoveries of the main examination proposed that
positivity and use of purchaser measures are most intently related to showcase results of
brand value. In the subsequent investigation, the connection between class position and
brand picture has been inspected. The information has been gathered from a similar college
understudies following two years. Partiality investigation has been utilized to discover the
positivity, brand picture, quality, and uniqueness of relationship inside each brand. The
outcomes have demonstrated that brand picture and brand position measure the market
execution. The finish of the investigation uncovers that proportions of customer based
brand observations mirror the brand execution in the commercial center.
31
Boonghee Yoo (2000) opined that the relations between chose promoting blend
components and the creation of brand value. The creators proposed a basic system wherein
promoting components were connected to the elements of brand value means apparent
quality, brand unwaveringness, and brand affiliations which joined with brand
mindfulness. Those measurements were then associated to mark value. The exploration
found that continuous value advancements, including value bargains, were identified with
low brand value, while high publicizing spending, high value, great store picture, and high
dissemination power were connected to high brand value.
Chinholin, Wann-Yin Wu and Zhi-Feng Wang, (2000) in their examination on An
investigation of market structure brand faithfulness and brand exchanging practices for
strong family unit machines, have given a way to deal with breaking down market structure
as far as brand dedication and brand-exchanging conduct for the buy of solid family unit
apparatus. For the examination, the information have been gathered on the icebox advertise
in Taiwan. A three-decision model given by McCarthy et.al (1992) has been connected as
the principle strategy in the examination. They have portioned the market by estimating the
extent of brand steadfast clients and brand switchers utilizing the three-decision model.
Factor Analysis and ANOVA have been utilized so as to distinguish the key components
influencing brand faithfulness and to comprehend whether there is any distinction existing
among the variables by heterogeneous client fragments. The investigation has
demonstrated obviously the structure and brand exchanging practices of a particular
product offering. The discoveries demonstrated that more fragile brand picture ordinarily
relates with a low level of brand faithfulness and that brand decision is influenced by past
involvement.
George S. Low, Charles W. Lamb Jr, (2000) in their investigation on The Measurement and
Dimensionality of Brand Associations, have conceptualized brand affiliations comprising of
three measurements: brand picture, brand mentality, and saw quality. Three investigations have
been led to test a convention for creating item classification. They have estimated brand picture,
researched the dimensionality of the brand affiliation develop and investigate whether the level of
dimensionality of brand affiliation changes relying on a brand's commonality. ANOVA, Chi-
square, and Factor investigation have been connected in the examination. Discoveries have
affirmed the adequacy of the brand picture convention and have shown that brand affiliations
vary crosswise over brands and item classifications. The last discovering proposed that brand
relationship for various items must be estimated utilizing various things. As anticipated,
32
dimensionality of brand affiliation has been observed to be impacted by brand commonality.
Brand commonality has been considered as a significant component in the dimensionality of
brand affiliation. Consequently, the component of brand commonality is an indispensable factor
which must be perceived so that it advances brand value.
Brain Wansink and Scott Seed, (2001) in their article on "Making brand dedication
customized succeed", have led a customer examine by talking 37 stuffed products to figure
out what sort of brand dependability program works best for what kind of buyer. Kellogg's,
Bett Crocker and Land O' Lakes are the items which have been considered for the
examination and have summed up the items into three classes: Convenience, sustenances,
and Meal readiness. Buyer board examination has been connected in the investigation. The
discoveries proposed that steadfastness projects have been observed to be increasingly
proper for items and administrations that have high edges and are vigorously contributed
on a purchasers' life time. The best projects offer applicable advantages to the customer to
maintain a strategic distance from self-overhauling conduct and offer rewards that
straightforwardly bolster the recommendation of the brand. Program offering advantages of
moderate worth have appeared and are distinguished to have the most savvy sway on
expanding buys. The discoveries uncovered that most liberal dedication projects may
acquire pointless costs.
James B.Faircloth, Louis M Capella, Bruce L Alford, (2001) in their article on The
Effect of Brand Attitude and Brand Image on Brand Equity, have studied brand equity and
empirically tested the conceptual model adapted from the work of Aaker and Keller
considering the effect of brand attitude and brand image on brand equity.150
undergraduate students have been considered for the study. Factor analysis and correlation
have been applied in the study. The results have indicated that brand equity can be
manipulated at the independents construct level by providing specific brand association or
signals to consumers and that these associations have resulted in brand image and brand
attitudes influencing brand equity. The effects of brand attitudes and brand image have
been obligatory factors of building brand equity. Hence, the need for further research
arouses to know how the brand association influences to develop brand attitudes and
image.
Judith H. Washburn and Richard E. Plank, (2002) in their examination on Measuring
brand value: An assessment of a buyer based brand value scale, have explored
experimentally the psychometric properties, to be specific, in general brand value (OBE)
and multidimensional brand value (MBE) of Yoo and Donthu's(1997, 2002) inside the
33
Customer Based Brand Equity scale. The investigation has assessed the handiness of the
scale and made recommendations for its improvement. A sum of 272 subjects have been
haphazardly chosen and reacted to the brand value scale for various brands and blends of
brands in a co-marking. Dependability and legitimacy measures have been utilized to
confirm the unwavering quality of scale. Corroborative factor model (CFA) has been
analyzed for OBE and MBE. Basic condition model has been created for the examination.
The consequence of their investigation has bolstered and acknowledged both the scales
which have been created by Yoo and Donthu and are helpful to gauge the customer based
brand value.
Rodolfo Vazquez, A. Belen Del Rio and Victor Iglesias, (2002) in their article on
Consumer-Based Brand Equity: Development and Validation of an estimation Instrument,
have directed an investigation by considering the advancement and approval of an
estimation instrument of brand value dependent on the worth attributed by customers. The
investigation has been kept to people who have bought sports shoes over the most recent
two years. They have gathered information from 1000 respondents and 1726 brand
appraisal have been considered for the examination. Corroborative examination test has
been directed to know the legitimacy and unwavering quality of scale things and the test
demonstrates a sensible level of dependability and legitimacy of the proposed scale for
games shoes division.The outcomes acquired have demonstrated the presence of four
fundamental elements of brand utilities: Product practical utility, item representative
utility, brand name utilitarian utility, brand name and emblematic utility.
.Chris A Myers, (2003) in the examination on Managing Brand Equity: A Look at the
Impact of Attributes, has investigated a portion of the outcomes which the characteristics
have on brand value, for example, the inclination on buyer inclination. For relative
purposes, a longitudinal report has been directed on the high contribution soda
classification utilizing the best nine national sodas brands. Essential information and
auxiliary information have been gathered for the examination. Deductive research
approach and SWOT investigation have been utilized for the examination. The exploration
centered to recognize the brand credits that related are to mark affiliation and lead to
achieve brand value. Notwithstanding brand value and the top characteristics has been
estimated, generally speaking inclinations and the effect of different factors has been
incorporated. Qualities have been analyzed from a substantial and elusive viewpoint and
both been observed to be the significant supporters of brand value and brand decision. The
characteristics are exceptionally small and delicate which legitimately influence value.
34
Leif. E. Hem, Nina M. Iverson ,(2003) in their examination on Transfer of Brand Equity
in Brand expansions: The significance of Brand Loyalty, have investigated the impacts of
various components of brand devotion towards the first brand on the assessment of brand
augmentations. They have gathered information through purchaser study in Norwegian city
by sub separating into topographical districts out of which four areas have been chosen.
Three brands have been chosen for the pilot consider. Maarud Snack brand, Ford
Automobile brand, Telenor media transmission have been chosen as parent brand for the
underlying investigation. From each parent brand, 11 brand augmentation items have been
chosen for the investigation. A survey has been developed for every one of the three
central brands. 701 surveys have been gathered. A semi exploratory field research
configuration has been picked. Spellbinding insights, specifically, mean and standard
deviations have been connected in the examination. Various relapse investigation has been
utilized. Discoveries have uncovered that high full of feeling relationship towards the
parent brand lessens the assessment of brand expansions; steadfast social goal towards the
parent brand has been significant for achieving a positive assessment of augmentation
though, mental self portrait relationship towards the parent brand has been found to expand
the assessment of brand expansion. The discoveries have fortified that the reality of brand
dedication is a significant build for brand value and furthermore a significant determinant
of brand expansion.
Pascale Quester, Ali Lin Lim, (2003) in their examination on Product Involvement/Brand
Loyalty: Is there a connection? have inspected the connection between item inclusion and
brand devotion. Comfort testing technique has been considered and information have been
gathered from 253 respondents through online study bolstered by online review electronic
monkey device have been considered in this examination. Two item classes, to be specific,
Sneaker and Pen have been considered as the subject for this examination. Cronbach's
Reliability test, five point Likert scale, Skewness and Kurtosis, Mean and Standard
Deviation, ANOVA and Factor examination have been utilized in the investigation for
examination. The factor structure of contribution has been found to fluctuate between the
two item classifications (Sneaker and pen). Besides, the connection between item
contribution and brand faithfulness has been found to include various parts of item
inclusion for every one of the items concerned. Henceforth, for further research the item
inclusion and brand devotion are not all inclusive develops: they ought to be analyzed as
customer explicit and item explicit parameters. The clients have higher level of
procurement inclusion than previously.
35
Phillip K. Hellier, Gus M. Geursen, Rodney A. Carr, John A. Rickard (2003), in their
examination on Customer Repurchase Intention: A General Structural Equation Model has
built up a general administration part model of repurchase aim. Stratified arbitrary testing
technique and has been embraced for the investigation. A key commitment of the basic
condition model utilizing EQS has been connected. Seven-point Likert scale and Scatter
plot examination has been utilized in the investigation. The examination has regulated a
repurchase consideration investigation coordinating client impression of value, worth, and
client brand inclination. The model portrays the degree to which client repurchase goal has
been affected by seven significant elements administration quality, value and worth,
consumer loyalty, past unwaveringness, expected exchanging cost and brand inclination.
The investigation has discovered that albeit seen quality not straightforwardly influence
consumer loyalty, it has been does in a roundabout way related to client value and worth
discernments. The investigation has uncovered that past buy unwaveringness isn't
legitimately identified with consumer loyalty or current brand inclination and that brand
inclination is an interceding factor between client fulfillments and repurchase aim. Seen an
incentive with consumer loyalty is observed to be impacted more in brand inclination
though exchanging expense is observed to be less affected. Discoveries uncovered that
consumer loyalty has been considered as a principle factor invigorating towards repurchase
and in the meantime the variables associated with repurchase may likewise be tried for
brand value working in further research.
Girish N. Punj, Clayton L. Hillyer, (2004) in their article on A Cognitive Model of
Customer-Based Brand Equity for Frequently Purchased Products: Conceptual Framework
and Empirical Results, have attempted to distinguish the key subjective structure of brand
value. The specialists have recognized four psychological parts (worldwide brand frame of
mind, quality of inclination, brand information, and brand heuristic) of client based brand
value from past research thinks about. A reasonable structure of these parts (or sub builds)
are interrelated and exactly tried utilizing information from two habitually bought item
classifications, specifically, toothpaste and washing cleanser. 100 respondents have been
considered for the investigation. Enlightening Statistics, connection, ANOVA and
dependability test have been utilized. Covariance structure displaying has been connected
in the examination. The brand heuristic part fills in as a significant middle person in two
"intellectual chains" that connection worldwide brand disposition to mark learning and the
worldwide brand frame of mind to quality of inclination. The above segment has
significant ramifications for structuring value support methodologies for much of the time
36
acquired item. The outcomes demonstrated that all the distinguished intellectual parts,
specifically, brand frame of mind, brand heuristic, brand information, and quality of
inclination as the determinants of client based brand value.
Marko Merisavo, Mike Raulas, (2004) in their article,The Impact of email Marketing on
Brand Loyalty, have analyzed the impacts of email showcasing on brand dedication and
have uncovered the sorts of email substance esteemed by shoppers. Information have been
gathered from 890 buyers, who are the clients of a global beauty care products brand and
had gotten standard consent based email messages from the advertisers. Cronbach's
unwavering quality test and factor investigation have been connected in the examination
for examination. Results uncover that ordinary email advertising effectsly affects brand
devotion. Email-actuated purchasers visited retail locations. Buyers presented to email
advertising prescribed the brand more than simple offers. These outcomes urge advertisers
to stay in touch with clients by means of email with the point of improving brand devotion.
It has been demonstrated that correspondence has been an indispensable piece of structure
brand dependability. In future, the exploration might be engaged towards different
elements of brand faithfulness too.
Katherine N et al. (2001) have made an investigation on client value is basic to an
association's long haul achievement. They built up a vital promoting structure that puts the
client and development in the estimation of the client at the core of the association.
Utilizing another methodology dependent on client value, the aggregate of the limited
lifetime estimations of all the company's clients. They found that the key drivers of firm
development are esteem value, brand value, and relationship value. Understanding these
drivers will help increment client value and eventually the estimation of the firm.
James B et al. (2001) have concentrated on operationalizes brand value and exactly tests a
theoretical model adjusted from crafted by Aaker and Keller considering the impact of
brand disposition and brand picture on brand value. The outcomes demonstrate that brand
value can be controlled at the free build level by giving explicit brand affiliations or sign to
purchasers and that these affiliations will result in pictures and dispositions that impact
brand value. They recognized that develops that make brand value is more significant to
directors than attempting to quantify it as an amassed money related execution result.
Ailawadi et al. (2003) have affirmed that income premium is a solid proportion of brand
value and the experimental examination demonstrates that measure is dependable and
reflects genuine changes in brand wellbeing extra time. This investigation relates well with
other value measures, and the measure's relationship with a brand's publicizing and
37
advancement action, value affectability, and saw class hazard is predictable with
hypothesis.
Woo gon kim and Hong-bumm Kim (2004) have inspected that solid brand value was
impressively associated with incomes for speedy administration cafés. The examination
explored four components of brand value (in particular: brand mindfulness, brand picture,
brand dedication, and saw quality). Out of those characteristics, brand mindfulness had the
most grounded direct impact on incomes, though faithfulness had the least impact.
Isolating the eateries into high-performing and low-performing gatherings, they likewise
discovered that clients separated the high-performing cafés on a few item quality measures,
for example, educated workers and sustenance served on schedule and as requested.
Abnormally, high and low performing eateries were not separated on such other quality
variables when making fast remedies to mistakes, experienced work force, and sanitation.
John Roberts et al. (2004) have explored how brands have pulled in extensive scholarly
consideration in the course of recent years. The estimation of brand value was presently
recorded as the principal part of that significant point. Not just the scholastic centrality of
brands has been perceived, yet additionally their administrative effect was settled. They
related the impact of promoting activities on deals act all through the directing impact of
brand value. In any case, more than that, they discovered some benchmark or standard of
what spoke to a better execution and where than most adequately show signs of
improvement that exhibition.
Angel F et al. (2005) have concentrated on the hypothetical and observational
establishment that demonstrated the impact of advertising correspondences and value
advancement on brand value. The hypothetical survey upheld applying examination
methods bolstered auxiliary conditions models to substantiate by experimentation the
connection between advancing correspondence endeavors and hence the elements of name
value (saw quality, brand dedication, brand mindfulness, and brand picture). That model has
affirmed on an example gathering of families bought strong merchandise, all things
considered, a clothes washer. They moreover found a positive aftereffect of advancing
correspondence on complete value and exhibited solid help for the proportions of apparent
quality, brand devotion, brand mindfulness and brand picture as precursors of brand value.
Safak Aksoy et al. (2005) have examined the determinants of brands value was an
affirmation approach in the drink Turkey industry with the reasonableness and utilization of
a client based brand value model, in light of Aaker's known auxiliary structure of brand
value. The exploration utilized basic condition displaying to analyze the causal relations
38
between the elements of brand value and brand value. It likewise analyzed the manner by
which buyer's impression of the components of brand value impacted the general brand
value assessments. Brand faithfulness was the most persuasive component of brand value
and frail help was found for brand mindfulness and saw quality measurements.
Norjaya et al. (2007) have opined that the impacts of brands nation of starting point picture
on the development of brand value of solid merchandise of three item classes in particular
TV, coolers and climate control systems in the Malaysian market. Brand value
measurements made 3 factors explicitly complete peculiarity, brand reliability, and brand
mindfulness/affiliations. The investigation demonstrated that the brand's nation of
birthplace picture emphatically and fundamentally impacts brand value, either legitimately
or in a roundabout way, through the interceding impacts of brand uniqueness, brand
unwaveringness and brand mindfulness/affiliations. The consequences of the investigation
recommend two things in particular 1) nation of cause significantly affects brand value
measurements and brand value and 2) the brand value measurements in particular complete
uniqueness, brand dedication, and brand mindfulness/affiliations impact the arrangement of
brand value of electric apparatuses. Among these 3 measurements, complete dependability
has the best commitment to the occasion of name value. They said that makers of family
electrical apparatuses should put more noteworthy accentuation on making brand
faithfulness for their items.
Hao Liaogang et al. (2007) have supported that brand value for all intents and purposes
comes down to the informal exchange and buy conduct of clients. Brand-information
structures inside the brains of customers ar the supply or establishment of name value.
Client level total value might be caught by 5 viewpoints: mindfulness, affiliations,
mentality, connection, and movement. In this article, we measure the brand value of six
noteworthy cell phone marks in the Chinese market which incorporates four remote and two
neighborhood ones. A sum of 174 respondents from one noteworthy college in the national
capital were overviewed for data variety. They were directed to get bits of knowledge on
how customers structure demeanors towards various cell phone brands. The information
examination results demonstrate that worldwide finishes vanquishing local brands as far as
customer basically based brand value inside the Chinese market.
Ruchan et al. (2007) have featured interrelations of the four brand value parts; brand
mindfulness, brand devotion, saw quality and brand picture in the inn business and improve
the conceptualization of client based lodging brand value. They examined the three
dimensional model of client based brand value in the inn business. Brand mindfulness
39
measurement was not discovered noteworthy in the tried model for lodgings and they
additionally talked about that few parts of apparent quality have a huge and direct impact on
brand devotion, while some of them have an aberrant and huge effect on brand picture. In
this paper lodging administrators and officials should attempt to impact; saw quality, brand
reliability, brand picture and brand mindfulness in their associations and plan their
administration conveyance process by considering relations between customer essentially
based total value parts.
Ching et al. (2008) have centered connections between brand value, brand inclination and
buy expectations on universal air travelers choices in Taiwan. They discovered positive
connections between brand value, brand inclination, and buy aims with a control impact of
exchanging cost influencing the connection between brand value and buy aims and the
impact of brand value on buy expectations isn't critical for travelers with low exchanging
expenses.
Kumaravel et al. (2012) have proposed to investigate the client put together brand value
with respect to hypermarket store in India, this examination associated with the urban
individuals, test picked comprised of 100 respondents speaking to from various states viz.,
business people, experts, understudies, representatives, and so on and they found that some
intriguing and helpful data. Considering the five chose brand value together, the Perceived
quality was observed to be compelling in structure brand value. That is, for hypermarket
client quality is a significant marker for choice of hypermarket shop, saw quality might be
reflected in trend setting innovation, shop air, item, administration, and so on. They
additionally talked about the significance of saw quality in making mindfulness and brand
picture in the hypermarket.
Kambiz et al. (2012) have examined the impact of brand value on brand inclination and
buy aims. The examination chose on outdoor supplies customers in Tehran city, and
inspecting was done haphazardly. The information were gathered utilizing a fitting survey.
That review depended on the strategy utilized and the technique for execution and was
information accumulation unmistakable study. The example included 390 individuals in
that review, four sorts of legitimacy (Face Validity, Content Validity, Convergent Validity,
Discriminate Validity) and two sorts of dependability (inner consistency unwavering quality
and test-retest dependability) in the depiction of the exploration were contrasted and a
comparative report has proceeded. The investigation of those three factors (brand value,
brand inclination and buy expectation) together on outdoor supplies on the planet, just
because and unique parts of the advancement. For testing information investigation and
40
confirmative factor examination utilized way investigation programming of LISREL. They
additionally perceived that huge relationship among brand value, brand inclination, and buy
goals could be seen, yet no connection significant brand mindfulness and brand value in
games items did not find in Iran.
Hadis Nemati et al. (2013) have featured assessing the brand exceptional estimation of
buyers and traditions see who offer an equivalent organization here. They talked about the
money and adequacy of logical noteworthy models which are acclaimed in world and
furthermore they are the essentials of modals expansion. In Aakers theory› the brand
uncommon worth comprising of four classifications: brand loyalty› brand mind association›
getting quality and brand mindfulness. As indicated by Keller client based brand value
(CBBE) the brand extraordinary worth is impacted by two factors: a) The purchasers brand
natural information and b) The exceptional and solid bonds that customers have with brand.
These organizations which have a superior brand position are more gainful than different
ones in same class.
Ameneh Parsa et al. (2013) have seen that, brand value of client's point of view is a worth
that abstract evaluations make for a brand and if the gauge of client is higher than the
estimation of a brand, the organization in the shadow of this worth could procure more
advantages from shoppers. They additionally examined that with the exception of the
advancement of chose components of advertising, they are compelling in client based brand
value measurements. From measurements of brand value, separately devotion to the brand,
brand picture, saw nature of brand, consciousness of brand, have a huge constructive
outcome on brand value. Rehash a brand, have a positive and non-noteworthy impact in
brand value.
Lhotakova M and Olsanova K. (2013) found that aggressiveness in the national just as
worldwide markets; brands have expanding significance in customer basic leadership
process. Brands help shoppers to pick items that fulfill their needs, fit their feelings and
help them exhibit their place in the general public. Current money related emergencies
demonstrated that solid brands can do well even in terrible occasions. Worldwide brands
positioned at the highest point of the most esteemed world's brands put a ton of endeavors
being developed of the correct situating, staying up with the latest and predictable over the
entirety of brand's exercises.
41
CHAPTER 5
Research Methodology
42
Meaning
Research Methodology is a way to find out the result of a given problem on a specific matter
or problem that is also referred as research problem. In Methodology, researcher uses
different criteria for solving/searching the given research problem. Different sources use
different type of methods for solving the problem. If we think about the word
“Methodology”, it is the way of searching or solving the research problem
Definition
“The Process used to collect information and data for the purpose of making business
decisions. The methodology may include publication research, interviews; surveys are other
research techniques and could include both present and historical information.”
Title of the Project

“A Study of Brand Equity of Berger Paint in Surat city.”
Problem Statement
In today’s competitive world brands need to find their strength and weakness to compete
against competitors. And brand equity contain the components which are may act as a asset if
they are in favour of brand but if not than competitors use that fir their benefits. So it is
important to study Brand equity so that company could know about their stand in market.
Objective of the study
 To study the Brand Equity of Berger paints.
 To Find which variable are contributing in brand equity of Berger paints.
 To find relationship between various demographics variables and Brand equity’s
variables.
Research Design:
Type of Design
Research design provides a systematic plan of procedure for the researcher to follow. The
function of research design is to provide for the collection or relevant information and
evidence with minimum expenditure, efforts, time and money. There are three types of
research designs;
43
Exploratory Research:
In the case of exploratory research, the main focus in on the discovery of ideas.
Descriptive studies:
The descriptive studies are undertaken in many circumstances. When the researcher is
interested in knowing the characteristics of certain groups such as age, sex, educational level,
occupation or income, a descriptive study may be necessary.
Causal design:
A causal design investigates the cause and effect relationship between two or more variables.
In the present study, researcher has followed Descriptive research. Descriptive research is
usually a fact finding approach generalizing a cross-sectional study of present situation. The
major goal of descriptive research is to describe events, phenomenon and situations on the
basis of observation and other sources.
Sampling
Sampling area: Surat
Sampling method: Non-random convenience sampling has been used in this study.
Sample size: 250
Data Collection
Data collection means to a purposive gathering of information relevant to the subject matter
of the study from the units under research. Primary data are empirical observations gathered
by the researcher or his associates for the first time for any research and used by them in
statistical analysis. There are several methods of collecting primary data particularly in
descriptive researches.
1. Telephone enquiries
2. Postal/mail questionnaire
3. Personal interviewing
4. Panel research
5. Special survey techniques.
44
In present study, the required data was collected through structured questionnaire. Since
brand equity is the core focus of the study, a structured & closed ended questionnaire was
prepared. The questionnaire incorporated questions related to consumer’ various
demographic questions, questions related, brand awareness, brand association, loyalty etc.
Though questionnaire is an economic tool for data collection, non-response or incomplete
response is high in this case. However, proper follow up was taken to overcome this barrier
by making sure that each questionnaire is completely filled.
Tools for Analysis:

SPSS, Excel, Word, Goggle docs
Benefits of the Study

This study will help the company to identify the brand equity of the company and the
variables which are contributing to creating the brand equity and also help to find those
variables which are contributing most and least in building the brand equity.
Limitations of the Study

The survey was limited only Surat city.
Lack of proper response in the questionnaire has seen the respondents.
The time constrain is there for completing project two month.
45
CHAPTER 6
DATA ANALYSIS & INTERPRITAION
46
Gender:-
Frequency Percent
Valid Male 223 85.8
Female 37 14.2
Total 260 100.0
Table: 6.1 Gender (Primary source)
Gender
Female
14%
Male
86%
Figure: 6.1 Gender (Primary source)
 Interpretation:-
From the data collected for the survey out of 260 responded 223 responded are male which
are 85.8 percent and 37 respondent are female which are 14.2 percent of total.
47
Age:-
Frequency Percent
Valid Below 13 4.1

20
20-35 218 84.5
35-50 27 9.9
Above 2 .8
50
Total 260 100.0
Table:-6.2 Age (primary source)
Age
Below 20 20-35 35-50 Above 50
10% 1%5%
84%
Figure:-6.2 Age (primary source)
 Interpretation:-
From the above chart it can interpret that out of 260 respondent 13 are Below 20 years of age,
218 are from the age group of 20 to 35 years old, 27 are from age group of 35 to 50 years old
and rest of 2 respondents are of age of above 50 years old. So it can interpret that most of the
respondent are of between 20 to 35 years of age.
48
Education:-
Frequency Percent
Valid Below HSC 50 19.2

Collage Drop out 47 18.1
Graduation 123 47.4
Post Graduation 40 15.4
Total 260 100.0
Table: - 6.3 Education (primary source)
Education
Below HSC Collage Drop out Graduation Post Graduation
16% 19%
18%
47%
Figure: - 6.3 Education
 Interpretation: -
From the above chart it can be interpret that out of total 260 respondents 50 respondents i.e.
19.2% respondents are from below HSC education, 47 respondents i.e. 18.1% respondents
are collage drop outs, 123 respondents i.e. 47.4 % respondents are graduated and 40
respondents i.e. 15.4% respondents are post graduated. So it can interpret that most of
respondents are graduate.
49
Occupation:-
Frequency Percent
Vali Employee 106 40.8

d Self Employee 88 33.9
Retired 1 .4
Home maker 4 1.5
Presently not working 61 23.5
Total 260 100.0
Table: - 6.4 Occupation (primary source)
Occupation
Employee Self Employee Retired Home maker Presently not working
23%
41%
2%
0%
34%
Figure: - 6.4 Occupation
From the above chart it can be interpret that out of total 260 respondents 106 respondents i.e.
40.8% respondents are Employee, respondents i.e. 33.9% respondents are Self emplyoee,1
responded is retired, 4 respondents are Homemaker and 61 i.e. 23.5% are not presently
working.
50
Awareness:-
Frequency Percent
Valid Least awareness 24 9.2

Low awareness 50 19.3
Somewhat awareness 39 15.0
High awareness 85 32.7
Highest awareness 62 23.8
Total 260 100.0
Table: - 6.5 Awareness (primary source)
90 85
80
70 62
60
50
50
39
40
30 24
20
10
0
Least Low awareness Somewhat High awareness Highest
awareness awareness awareness
Figure: - 6.5 Awareness
From the above chart it can interpret that 24 respondents i.e. 9.2% respondents are least
aware about Berger paints, 19.3% respondents have low awareness, 15% respondents have
somewhat awareness, 32.7% respondents have high awareness and 23.8% respondents have
highest awareness regarding Berger paints. So it can interpret that more than 70%
respondents are aware about Berger paints.
51
PREFRENCE: -
Frequency Percent
Valid Least preference 10 3.8

Low preference 41 15.8
Somewhat preference 77 29.7
High preference 114 43.8
Highest preference 18 6.9
Total 260 100.0
Table: -6.6 Preferences (primary source)
120 114
100
77
80
60
41
40
18
20 10
0
Least Low preference Somewhat High Highest
preference preference preference preference
Figure: - 6.6 Preference (Primary source)
 Interpretation:
From the above chart it can interpret that 3.8% respondent having least preference for Berger
paints, 15.8% respondents having low preference for Berger paints, 29.7% respondents
having somewhat preference, 43.8% respondents having high preference and 6.9%
respondents having highest preference, so that it can interpret that more than 75%
respondents having preference for Berger paints.
52
RECOMMENDATION:-
Frequency Percent
Valid Least Recommendation 9 3.5

Low Recommendation 54 20.8
Somewhat Recommendation 63 24.2
High Recommendation 104 40.0
Highest Recommendation 30 11.5
Total 260 100.0
Table: -6.7 Recommendations (primary source)
120
104
100
80
63
60 54
40 30
20 9
0
Figure: - 6.7 Recommendations (Primary source)
 Interpretation:
From the above chart it can interpret that 3.5% respondent having least recommendations for
Berger paints, 20.8% respondents having low recommendations for Berger paints, 24.2%
respondents having somewhat recommendations, 40% respondents having high
recommendations and 11.5% respondents having highest recommendations, so that it can
interpret that more than 75% respondents having recommendations for Berger paints.
53
VALUE FOR MONEY:-
Frequency Percent
Valid Least Value for Money 12 4.6

Low Value for Money 47 17.1
Somewhat Value for Money 104 40.0
High Value for Money 70 26.9
Highest Value for Money 27 10.4
Total 260 100.0
Table: -6.8 value for money (primary source)
120
104
100
80 70
60
47
40
27
20 12
0
Least Value for Low Value for Somewhat High Value for Highest Value
Money Money Value for Money for Money
Money
Figure: - 6.8 value for money (Primary source)
 Interpretation:
From the above chart it can interpret that 4.6% respondent felt Berger paints is least value for
money, 17.1% respondents felt Berger paints is low value for money, 40% respondents felt
Berger paints is somewhat value for money, 26.9% respondents felt Berger paints is high
value for money and 10.4% respondents felt Berger paints is highest value for money, so that
it can interpret that more than 75% respondents felt Berger paints is value for money.
54
Trustworthiness:-
Frequency Percent
Valid Least Trustworthy 6 2.3

Low Trustworthy 40 15.4
Somewhat Trustworthy 88 33.9
High Trustworthy 94 36.2
Highest Trustworthy 32 12.3
Total 260 100.0
Table: - 6.9 Trustworthiness (primary source)
100 94
88
90
80
70
60
50
40
40 32
30
20
10 6
0
Least Low Somewhat High Highest
Trustworthy Trustworthy Trustworthy Trustworthy Trustworthy
Figure: - 6.9 Trustworthiness (Primary source)
 Interpretation:
From the above chart it can interpret that 2.3% respondent felt Berger paints is least
Trustworthy, 15.4% respondents felt Berger paints is low Trustworthy, 33.9% respondents
felt Berger paints is somewhat Trustworthy, 36.2% respondents felt Berger paints is high
Trustworthy and 12.3% respondents felt Berger paints is highest Trustworthy, so that it can
interpret that more than 80% respondents felt Berger paints is Trustworthy.
55
BERGER IS DIFFERENT: -
Frequency Percent
Valid Not at all Different 25 9.6

Not Different 60 23
Somewhat Different 75 28.8
High Different 82 31.5
Highly different 18 6.9
Total 260 100.0
Table: - 6.10 Berger is different (primary source)
90 82
80 75
70
60
60
50
40
30 25
18
20
10
0
Not at all Not Different Somewhat High Different Highly different
Different Different
Figure: - 6.10 Berger is different (Primary source)
 Interpretation:
From the above chart it can interpret that 9.6% respondent felt Berger paints is not at all
different, 23% respondents felt Berger paints is not different, 28.8% respondents felt Berger
paints is somewhat different, 31.5% respondents felt Berger paints is high different and 6.9%
respondents felt Berger paints is highly different, so that it can interpret that more than 70%
respondents felt Berger paints is different.
56
For 20 litter package of paint would you prefer Berger paint at ₹9300 or Asian paint at
₹9250?
Frequenc Percent
y
Valid Berger 113 43.5
Asian 147 56.5

Total 260 100.0
Table: - 6.11 Price premium (primary source)
Berger Asian
43%
57%
Figure: - 6.11 Price premium (Primary source)
 Interpretation:
From the above chart it can interpret that 43.5% respondent are ready to pay high price for
Berger paints but most of the respondents i.e. 57% respondents are not ready to pay high
price for Berger paints in compare to Asian paints. So it can interpret that almost 50%
respondents are ready to pay high price so it’s good for the company.
57
If you want to switch from Berger paint to Asian paint than Asian paint’s products
price should be ____% less than the Berger paint’s product.
Frequency Percent
Valid 0-3% 67 25.8

4-6% 98 37.7
7-9% 49 18.9
10-12% 46 17.7
Total 260 100.0
Table: - 6.12 Price premium (primary source)
120
98
100
80
67
60
49 46
40
20
0
0
0-3% 4-6% 7-9% 10-12%
Figure: - 6.12 Price premium (Primary source)
 Interpretation:
From the above chart it can interpret that 25.8% respondent want before they switch to Asian
it’s price should be 0 to 3% less, 37.7% respondents want before they switch to Asian it’s
price should be 4 to 6% less, 18.9% respondents want before they switch to Asian it’s price
should be 7 to 9% less, 17.7% respondents want before they switch to Asian it’s price should
be so 10 to 12%.
58
Quality of Berger:-
Frequency Percent
Valid Low Qualitative 18 6.9

Qualitative 139 53.5
High qualitative 103 39.6
Total 260 100.0
Table: - 6.13 Quality of Berger: - (primary source)
160
139
140
120
103
100
80
60
40
18
20
0
Low Qualitative Qualitative High qualitative
Figure: - 6.13 Quality of Berger (Primary source)
 Interpretation:
From the above chart it can interpret that 6.9% respondent felt Berger paint’s product is
Low Qualitative, 53.5% respondents felt Berger paint’s product is Qualitative, 39.6%
respondents felt Berger paint’s product is High qualitative, so that it can interpret that more
than 90% respondents felt Berger paints is Qualitative.
59
Growth of Berger:-
Frequency Percent
Valid less growing company 15 5.8

Moderately growing company 184 70.8
High growing company 61 23.5
Total 260 100.0
Table: - 6.14 Growth of Berger: - (primary source)
200 184
180
160
140
120
100
80
61
60
40
15
20
0
less growing company Moderately growing High growing company
company
Figure: - 6.14 Growth of Berger (Primary source)
 Interpretation:
From the above chart it can interpret that 5.8% respondent felt Berger paint product is less
growing company, 70.8% respondents felt Berger paint product is Moderately growing
company, 23.5% respondents felt Berger paint product is High growing company, so that it
can interpret that more than 90% respondents felt Berger paints is growing company.
60
Innovation of Berger:-
Frequency Percent
Valid Least innovative company 34 13.1

Moderately innovative 128 49.2
company
Most innovative company 98 37.7
Total 260 100.0
Table: - 6.15 Innovation of Berger: - (primary source)
140 128
120
98
100
80
60
40 34
20
0
Least innovative company Moderately innovative Most innovative company
company
Figure: - 6.15 Innovation of Berger (Primary source)
 Interpretation:
From the above chart it can interpret that 13.1% respondent felt Berger paint product is least
innovative company, 49.2% respondents felt Berger paint product is Moderately innovative
company, 37.7% respondents felt Berger paint product is most innovative company, so that
it can interpret that more than 80% respondents felt Berger paints is innovative company.
61
Personality of Berger:-
Frequency Percent
Valid Yes 175 67.7

No 35 13.5
Maybe 49 18.8
Total 260 100.0
Table: - 6.16 Personality of Berger: - (primary source)
Personality of Berger
Yes No Maybe
19%
13%
68%
Figure: - 6.16 Personality of Berger: - (primary source)
 Interpretation:
From the above chart it can interpret that 67.7% respondent believe Berger paint have
personality, 13.5% respondents are not felt Berger paint have personality, 18.8 respondents
felt Berger paint may have personality.
62
Do you have any clear image of the type of person who would use Berger paint?
Frequency Percent
Valid Yes 129 49.6

No 44 16.9
Maybe 87 33.5
Total 260 100.0
Table: - 6.17 Personality of Berger (primary source)
33%
Yes
50% No
Maybe
17%
Figure: - 6.17 Personality of Berger (primary source)
 Interpretation:
From the above chart it can interpret that 49.6% respondent have clear image of person who
would use Berger paint, 16.9% respondent have clear image of person who would use
Berger paint, 33.5 respondent have clear image of person who would use Berger paint.
63
IS BERGER BEST:-
Frequency Percent
Valid The worse 8 3.1

One of the worse 28 10.8
One of the best 160 61.8
The best 64 24.6
Total 260 100.0
Table: - 6.18 Is Berger best (primary data)
180
160
160
140
120
100
80
64
60
40 28
20 8
0
The worse One of the worse One of the best The best
Figure: - 6.18 Is Berger best (primary data)
 Interpretation:
From the above chart it can interpret that 3.1% respondent felt Berger paints is not The
worse, 10.8% respondents felt Berger paints is One of the worse, 61.8% respondents felt
Berger paints is One of the best, 24.6% respondents felt Berger paints is The best, so that it
can interpret that more than 80% respondents felt Berger paints is best.
64
LEADER:-
Frequency Percent
Valid Not one of the leading brand 74 28.5

One of the leading brand 166 64.7
The leading brand 18 6.9
Total 260 100.0
Table: - 6.19 Is Berger leader (primary data)
180 166
160
140
120
100
80 74
60
40
18
20
0
Not one of the leading One of the leading brand The leading brand
brand
Figure: - 6.19 Is Berger leader (primary data)
 Interpretation:
From the above chart it can interpret that 28.5% respondent felt Berger paints is not one of
the leading brand, 64.7% respondents felt Berger paints is one of the leading brand, 6.9%
respondents felt Berger paints is the leading brand so that it can interpret that more than 70%
respondents felt Berger paints is the leading brands.
65
OPINION:-
Frequency Percent
Valid Yes 118 45.4

No 77 29.6
Maybe 65 25
Total 260 100.0
Table: - 6.20 Opinion (primary data)
Yes No Maybe
25%
45%
30%
Figure: - 6.20 Opinion (primary data)
 Interpretation:
From the above chart it can interpret that 45.4% respondent have Opinion about Berger
paint, 29.6% respondent have Opinion about Berger paint, 25 respondent have Opinion
about Berger paint.
66
Type of opinion:-
Frequency Percent
Valid Positive 199 96

Negative 8 4
Total 207 100
Table: - 6.21 Type Opinion (primary data)
Positive Negative
4%
96%
Figure: - 6.21 Type of Opinion (primary data)
 Interpretation:
From the above chart it can interpret that 96% respondent have Positive Opinion about
Berger paint, 4% respondent have Negative Opinion about Berger paint, so we can interpret
that all most all respondent who have any opinion about Berger paint they have positive
Opinion.
67
Mann-Whitney U Test
Ho: There is no difference in sum of ranks between two independent groups, male and
female.
H1: There is difference in sum of ranks between two independent groups, male and female.
Level of significance: - The hypothesis to be taken of 95% confidence level of significance
i.e. chances of 5% occurrence of error.
Table: - 6.22 Mann-Whitney U Test (primary data)

 Interpretation
From the above table it can be interpret that as the value of significance is more than 0.05 for
all six depended variable across independent variable Gender so that null hypothesis is retain
and for that it can interpret that there is not any significant difference in response between the
genders.
68
Kruskal-Wallis Test:-
Ho: There is no difference in response across the Age category.
H1: There is difference in response across the Age category.
Table: - 6.23 Kruskal-Wallis Test (primary data)

 Interpretation
all six depended variable across independent variable Age so that null hypothesis is retain
and for that it can interpret that there is not any significant difference across the respondents
with different age groups.
69
Ho: There is no difference in response across the Educational Qualification category.
H1: There is difference in response across the Educational Qualification category.
 Interpretation
all six depended variable across independent variable Education so that null hypothesis is
retain and for that it can interpret that there is not any significant difference in response
across categories of Educational Qualification.
70
.
Ho: There is no difference in response across the Occupation category.
H1: There is difference in response across the Occupation category.
 Interpretation
all six depended variable across independent variable Occupation so that null hypothesis is
retain and for that it can interpret that there is not any significant difference across the
respondents with different Occupation.
71
Chi-square test between Quality of Berger paint and Education
Education Total
Below Collage Grad Post
HSC drop uatio graduatio
out n n
Quality of Low Quality 4 2 8 4 18
Berger Qualitative 19 30 69 18 136
paint High quality 27 15 43 18 103
Total 50 47 120 40 257
Table: - 6.26 Frequency between Quality of Berger paint and Education
H0: - There is no significant relationship Quality of Berger paint and

Education.
H1: - There is significant relationship between Quality of Berger paint and
Education.
Level of significance: - The hypothesis to be taken of 95% confidence level of
significance i.e. chances of 5% occurrence of error.
Chi-Square Tests
Value df Asymp. Sig. (2-
sided)
Pearson Chi-Square 9.201a 6 .163
Likelihood Ratio 9.229 6 .161
Linear-by-Linear Association 1.050 1 .306
N of Valid Cases 257
Table: - 6.27 Chi-square test between Quality of Berger paint and Education
 Interpretation:
Here the chi-square value is 9.201 and asymptotic value (p value) is 0.163
which is more than 0.05 so that H0 will not rejected hence there is not any
significant relationship between Quality of Berger paint and Education.
72
Chi-square test between Price Premium and Age
Age (In years) Total
Below 20-35 35-50 Above
20 50
If you want to switch 0-3% 2 57 7 0 66
from Berger paint to 4-6% 2 85 10 1 98
Asian paint than 7-9% 0 42 4 0 46
Asian paint’s products 10-12% 8 33 4 1 46
price should be
____% less than the
Berger paint’s
product.
Total 12 217 25 2 256
Table: - 6.28 Frequency between Price Premium & Age
H0: - There is no significant relationship between Price Premium and Age.

H1: - There is significant relationship between Price Premium and Age.
Chi-Square Tests
Value df Asymp. Sig.
(2-sided)
Linear-by-Linear
2.017 1 .156
Association
Table: - 6.29 Chi-square test between Price Premium & Age
 Interpretation:
which is less than 0.05 so that H0 will rejected hence there is significant
relationship between Price Premium and Age.
73
Chi-square test between Price Premium and Occupation
Occupation Total
Employ Self Retired Home Presently
ee Emplo maker not
yee working
If you want to switch 0-3% 30 24 1 1 11 67
from Berger paint to
Asian paint than 4-6% 41 35 0 2 20 98
Asian paint’s
products price
should be ____%
7-9% 21 9 0 1 15 46
less than the Berger
paint’s product.
10-12% 14 17 0 0 15 46
Total 106 85 1 4 61 257

Table: - 6.30 Frequency between Price Premium & Occupation
H0: - There is no significant relationship between Price Premium and

Occupation.
H1: - There is significant relationship between Price Premium and
Occupation.
74
Chi-Square Tests
(2-sided)
Linear-by-Linear
4.867 1 .027
Association
Table: - 6.31
Chi-square test between Price Premium & Occupation
 Interpretation:
significant relationship between Price Premium and Occupation.
75
Chi-square test between Growth of Berger paint and Age
Age (In years) Total

Below 20 20-35 35-50 Above 50
Growth less growing company 1 9 4 1 15
of Moderately growing 9 153 17 1 180
Berger company
paint High growing 2 55 4 0 61
company
Total 12 217 25 2 256
Table: - 6.32 Frequency between Growth of Berger paint and Age

H0: - There is no significant relationship between Growth of Berger paint and
Age.
H1: - There is significant relationship between Growth of Berger paint and
Age.
Chi-Square Tests
sided)
Table: - 6.33 Chi-square test between Growth of Berger paint and Age
Interpretation:
relationship between Growth of Berger paint and Age.
76
Chi-square test between Growth of Berger paint and Education
Education Total
Below Collage Graduati Post
HSC drop out on graduati
on
Growth less growing 3 3 7 2 15
of company
Berger Moderately 30 34 89 28 181
paint growing company
High growing 17 10 24 10 61
company
Total 50 47 120 40 257
Table: - 6.34 Frequency between Growth of Berger paint and Education
H0: - There is no significant relationship between Growth of Berger paint and

Education
H1: - There is significant relationship between Growth of Berger paint and
Education
77
Chi-Square Tests
sided)
Linear-by-Linear Association .960 1 .327
Table: - 6.35 Chi-square test between Growth of Berger paint & Education
 Interpretation:
significant relationship between Growth of Berger paint and Education
78
Chi-square test between Innovation in Berger paint and Education
Education Total
Below Collage Graduat Post
HSC drop ion graduati
out on
Innovation Most innovative 5 7 16 3 31
in Berger company
paint Moderately 22 26 64 16 128
innovative
company
Most innovative 23 14 40 21 98
company
Total 50 47 120 40 257
Table: - 6.36 Frequency between Innovation in Berger paint and Education
H0: - There is no significant relationship between Innovation in Berger paint
and Education
H1: - There is significant relationship between Innovation in Berger paint and
Education
79
Chi-Square Tests
(2-sided)
Linear-by-Linear
.079 1 .778
Association
Table: - 6.37 Chi-square test between Innovation in Berger paint and
Education
 Interpretation:
significant relationship between Innovation in Berger paint and Education
80
Chi-square test between Personality of Berger paint and Education
Education Total
out on
Personality of Yes 37 33 76 27 173
Berger paint No 5 7 18 5 35
Maybe 8 7 26 8 49
Total 50 47 120 40 257
Table: - 6.38 Frequency between Personality of Berger paint and Education
H0: - There is no significant relationship between Personality of Berger paint
and Education
H1: - There is significant relationship between Personality of Berger paint and
Education
Chi-Square Tests
sided)
Table: - 6.39 Chi-square test between Personality of Berger paint &
Education
 Interpretation:
significant relationship between Personality of Berger paint and Education
81
hi-square test between Personality of Berger paint and Occupation
Occupation Total
Employe Self Retired Home Presently
e Employ maker not
ee working
Personality of Yes 77 50 1 4 41 173
Berger paint No 13 13 0 0 9 35
Mayb 16 22 0 0 11 49
e
Total 106 85 1 4 61 257
Table: - 6.40 Frequency between Personality of Berger paint and Education
H0: - There is no significant relationship between Personality of Berger paint
and Occupation
H1: - There is significant relationship between Personality of Berger paint and
Occupation
Chi-Square Tests
sided)
Table: - 6.41 Chi-square test between Personality of Berger paint &
Occupation
 Interpretation:
significant relationship between Personality of Berger paint and Occupation
82
Chi-square test between Perceived value and Education
Education Total
HSC drop ion gradua
out tion
For 20 litter of package of Berger 20 28 51 11 110
paint would you prefer Asian 30 19 69 29 147
Berger paint at 9300 rupees
or asian paint at 9250
rupees?
Total 50 47 120 40 257
Table: - 6.42 Frequency between Perceived value and Education
H0: - There is no significant relationship between Perceived value and

Education.
H1: - There is significant relationship between Perceived value and Education.
Chi-Square Tests
sided)
Table: - 6.43 Chi-square test between Perceived value and
Education.
 Interpretation:
relationship between Perceived value and Education
83
Chi-square test between Perceived value and Occupation
Occupation Total
Employe Self Retire Hom Presently
e Employ d e not
ee make working
r
For 20 litter of Berge 42 46 0 2 20 110
package of paint r
would you prefer Asian 64 39 1 2 41 147
Berger paint at 9300
rupees or asian paint
at 9250 rupees?
Total 106 85 1 4 61 257
Table: - 6.44 Frequency between Perceived value and Occupation
H0: - There is no significant relationship between Perceived value and

Occupation.
H1: - There is significant relationship between Perceived value and
Occupation.
84
Chi-Square Tests
sided)
Table: - 6.45 Chi-square test between Perceived value and
Occupation.
 Interpretation:
Here the chi-square value is 8.215 and asymptotic value (p value) is 0.084 which is more than
0.05 so that H0 will not rejected hence there is not any significant relationship between
Perceived value and Occupation
85
Chi-square test between Personality and Occupation
Occupation Total
Employe Self Retired Home Presentl
e Employ maker y not
ee workin
g
Any clear image of Yes 57 38 1 2 31 129
the type of person No 16 17 0 0 11 44
who would use Mayb 33 30 0 2 19 84
Berger paint e
Total 106 85 1 4 61 257
Table: - 6.46 Frequency between Personality and Occupation
H0: - There is no significant relationship between Personality and Occupation.
H1: - There is significant relationship between Personality and Occupation.
Chi-Square Tests
sided)
Table: - 6.47 Chi-square test between Personality and Occupation.
 Interpretation:
Here the chi-square value is 3.824 and asymptotic value (p value) is 0.873 which is more than
0.05 so that H0 will not rejected hence there is not any significant relationship between
Personality and Occupation
86
Chi-square test between is Berger paint is best and Gender.
Gender Total
Male Female
Is Berger paint is The best 8 0 8
best One of the best 25 3 28
One of the worse 135 20 155
The worse 55 8 63
Total 223 31 254
Table: - 6.48 Frequency between is Berger paint is best
&Gender
H0: - There is no significant relationship between Is Berger paint is
best and Gender.
H1: - There is significant relationship between Is Berger paint is best
and Gender.
Chi-Square Tests
(2-sided)
Linear-by-Linear
.550 1 .458
Association
Table: - 6.49 Chi-square test between Is Berger paint is best and
Gender.
 Interpretation:
Here the chi-square value is 1.255 and asymptotic value (p value) is
0.740 which is more than 0.05 so that H0 will not rejected hence there is not
any significant relationship between Is Berger paint is best and Gender.
87
Chi-square test between is Berger paint is best and Education.
Education Total
Below Collage Graduati Post
HSC drop out on graduati
on
Is Berger The best 3 0 4 1 8
paint is best One of the 2 6 16 4 28
best
One of the 32 33 72 20 157
worse
The worse 13 8 28 15 64
Total 50 47 120 40 257
Table: - 6.50 Frequency between is Berger paint is best & Education.
best and Education.
H1: - There is significant relationship between Is Berger paint is best
and Education.
Chi-Square Tests
(2-sided)
Linear-by-Linear
.245 1 .621
Association
Table: - 6.51 Chi-square between is Berger paint is best & Education.
 Interpretation:
any significant relationship between Is Berger paint is best and Education.
88
Chi-square test between Is Berger paint is leader and Education.
Education Total
Below Collag Gradu Post
HSC e drop ation graduati
out on
Is Berger The leading brand 14 11 36 13 74
leader One of The leading 32 35 74 24 165
brand
Not one of the 4 1 10 3 18
leading brand
Total 50 47 120 40 257
Table: - 6.52 Frequency between Is Berger paint is leader & Education.
leader and Education.
H1: - There is significant relationship between Is Berger paint is leader
and Education.
Chi-Square Tests
Valu df Asymp. Sig.
e (2-sided)
3.72
Pearson Chi-Square 6 .714
2a
4.29
Likelihood Ratio 6 .637
6
Table: - 6.53 chi-square between Is Berger paint is leader & Education
 Interpretation:
any significant relationship between Is Berger paint is leader and Education.
89
Chi-square test between Opinion about Berger Paints and Gender
Gender Total
Male Female
Opinion about Berger Yes 102 15 117
Paints? No 65 10 75
Maybe 56 6 62
Total 223 31 254
Table: - 6.54 Frequency between Opinion about Berger Paints and
Gender
H0: - There is no significant relationship between Opinion about
Berger Paints and Gender
H1: - There is significant relationship between Opinion about Berger
Paints and Gender
Level of significance: - The hypothesis to be taken of 95% confidence
level of significance i.e. chances of 5% occurrence of error.
Chi-Square Tests
(2-sided)
Pearson Chi-Square .500a 2 .779
Likelihood Ratio .522 2 .770
Linear-by-Linear
.291 1 .590
Association
Table: - 6.55 chi-square between Opinion about Berger Paints and
Gender
 Interpretation:

any significant relationship between Opinion about Berger Paints and Gender
90
Chi-square test between Opinion about Berger Paints and Education
Education Total
out on
Opinion about Berger Yes 19 23 63 13 118
Paints? No 18 12 28 19 77
Maybe 13 12 29 8 62
Total 50 47 120 40 257
Table: - 6.56 Frequency between Opinion about Berger Paints and
Education
H0: - There is no significant relationship between Opinion about

Berger Paints and Education
H1: - There is significant relationship between Opinion about Berger
Level of significance: - The hypothesis to be taken of 95% confidence
level of significance i.e. chances of 5% occurrence of error.
Chi-Square Tests
sided)


Table: - 6.57 chi-square between Opinion about Berger Paints and
Education
 Interpretation:
any significant relationship between Opinions about Berger Paints &
91
Education
Chi-square test between Type of opinion and Gender
Gender Total
Male Female
Type of opinion do Positive 172 24 196
you have for Berger Negativ 7 1 8
Paints e
Total 179 25 204
Table: - 6.58 Frequency between Type of opinion and Gender
H0: - There is no significant relationship between Type of opinion and Gender

H1: - There is significant relationship between Type of opinion and Gender

sided)
Pearson Chi-Square .000a 1 .983
Continuity Correctionb .000 1 1.000
Likelihood Ratio .000 1 .983
Fisher's Exact Test
Table: - 6.59 chi-square between Type of opinion and Gender
 Interpretation:
significant relationship between Type of opinion and Gender
92
Chi-square test between Type of opinion and Education
Education Total
out on
Type of opinion do you Posit 37 39 95 28 199
have for Berger Paints ive
Neg 1 2 5 0 8
ative
Total 38 41 100 28 207
Table: - 6.60 Frequency between Type of opinion and Education
H0: - There is no significant relationship between Type of opinion and
Education
H1: - There is significant relationship between Type of opinion and Education
significance i.e. chances of 5% occurrence of error
Chi-Square Tests
(2-sided)
Linear-by-Linear
.046 1 .830
Association
Table: - 6.61 Frequency between Type of opinion and Education
 Interpretation:
significant relationship between Type of opinion and Education
93
CHAPTER:-7
FINDING &
CONCLUSION
94
Findings:
 According to survey it was found that most of the people are highly aware about
Berger paint because more than 55% of respondent are highly aware about the
Berger paints. And around 30% people are not aware about Berger paints.
 In Study it was found that most of the people are highly prefer Berger paints to
paint their home /office because more than 50% respondents are highly prefer
Berger paint. And around 25% do not prefer Berger paints.
 In Study it was found that most of the people are highly Recommend Berger
paints to others because more than 50% respondents are highly recommended to
others about Berger paint. And around 25% are not recommended to other about
Berger paints.
 According to survey it was found that most of the people not felt that Berger
paint’s product are value for because only around36 % of respondent are felt that
Berger paint’s product are highly value for money but still it is more than the
people who felt that Berger paint’s products are not value for money.
 In Study it was found that most of the people felt that Berger paint is trustworthy
because around 50% respondents felt that Berger paints is trustworthy company.
And around 17% are not felt that Berger paint is not trustworthy company.
 In terms of Differentness there is mixed answer because around 40% respondent
believe that Berger paints is difference from its competitors and around 35%
respondent believe that there is not any difference between Berger paint and their
competitors.
 If price of Asian paint is lower than Berger paints price than 57% people are
prefer to purchase product of Asian but there still 43% people are ready to buy
product Berger paints so price premium of Berger paints is good.
 Most of the people believe that Berger paint is highly qualitative because around
40% people believe it. And around 10% people believe that Berger paint is not
qualitative.
 Most of the people are believe that Berger paint is highly growing, most
innovative, one of the best company and one of the leader company in compare
other competitors.
95
 Most of the respondents also believe that Berger paints have personality and have
clear image of type of person who purchase the Berger paints.
 In study it was found that most of the respondents have some kind opinion in their
mind and most of them having positive opinion in their mind.
96
Conclusion
The study was about to study the brand equity of Berger paints in Surat city. And to
study that different brand equity variables are studied which are brand awareness,
brand association, brand loyalty and perceived quality. And after study it can
conclude that most of the people are aware about Berger paint but still there is a scope
for increasing awareness because some of the people are not aware about Berger
paints. And the perceived quality of Berger paint is also very high because most of the
respondents are believe that Berger paints is highly qualitative, innovative and the
best company in the market.
The brand association of the Berger paints is also very strong because most of the
respondents are believed that Berger paints have personality, most of the people have
trust on Berger paints but one weak variable is there is less number of people who
believe that there is not much difference between Berger paints and its competitors.
And in this study various statistical test are applied and after that test it was found that
there is not any different between variables. And also found that there is association
between Price premium and age & between Perceived value and education
97
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101
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A

Summer Internship Project Report

“A Study on Brand Equity of Berger Paints in

Under the Guidance of

In partial Fulfilment of the Requirement of the

Last section contains the “Finding, Suggestions and Conclusion”

I would like to be grateful to Gujarat Technological University to include this Summer

Sr. No. Particulars Page No.

9 value for money 6.8 55

11 Berger is different 6.10 57

12 Price premium 6.11 58

13 Price premium 6.12 59

14 Quality of Berger 6.13 60

15 Growth of Berger 6.14 61

17 Personality of Berger 6.16 63

19 Is Berger best 6.18 65

20 Is Berger leader 6.19 66

22 Type of Opinion 6.21 68

23 Mann-Whitney U Test 6.22 69

25 Kruskal-Wallis Test 6.24 71

26 Kruskal-Wallis Test 6.25 72

27 Frequency between Quality of Berger paint and Education 6.26 73

Chi-square test between Quality of Berger paint and

29 Frequency between Price Premium & Age 6.28 74

30 Chi-square test between Price Premium & Age 6.29 74

31 Frequency between Price Premium & Occupation 6.30 75

32 Chi-square test between Price Premium & Occupation 6.31 76

33 Frequency between Growth of Berger paint and Age 6.32 77

34 Chi-square test between Growth of Berger paint and Age 6.33 77

35 Frequency between Growth of Berger paint and Education 6.34 78

Chi-square test between Growth of Berger paint &

43 Frequency between Perceived value and Education 6.42 84

44 Chi-square test between Perceived value and Education. 6.43 84

46 Chi-square test between Perceived value and Occupation. 6.45 86

Frequency between Personality

48 Chi-square test between Personality and Occupation 6.47 87

Frequency between is Berger paint is best

52 Chi-square between is Berger paint is best & Education 6.51 89

53 Frequency between Is Berger paint is leader & Education 6.52 90

54 chi-square between Is Berger paint is leader & Education 6.53 91

chi-square between Opinion about Berger

Frequency between Type of opinion and

1 Brand Equity 1.1 1

10 value for money 6.8 55

12 Berger is different 6.10 57

13 Price premium 6.11 58

14 Price premium 6.12 59

15 Quality of Berger 6.13 60

16 Growth of Berger 6.14 61

17 Innovation of Berger 6.15 62

18 Personality of Berger 6.16 63

19 Personality of Berger 6.17 64

20 Is Berger best 6.18 65

21 Is Berger leader 6.19 66

23 Type of Opinion 6.21 68

Figure: 1.1 Brand Equity

OVERVIEW OF PAINT INDUSTRY

Why we paint the surface?

What are the essential tools are used whereas painting?

Interest for paints originates from two general classifications

 Decorative Major fragments in decorative epitomize outside divider paints, inside

Here’s the list of top 10 Paint companies in India-