Study on Training Insititute For Sales Personnel With

Respect To Berger Paint

Summer Internship Project at GIPS to Be Submitted in
Partial Fulfilment of The Requirements For
The Degree Of
Bachelor In Business Administration
From
CCS University, Meerut

Submitted To: Submitted By:

Prof. Deepika Varshney Student Name: Prashant Upadhyay
Assistant Professor Roll No. 11203105132

GNIOT Institute of Professional Studies

Plot No-7, Knowledge Park II
Greater Noida
 Acknowledgement
I would like to express my gratitude and appreciation to all those who gave me the
possibility to complete this report. Special thanks are for my Superior Mentor prof.
Deepika Varshney, Assistant professor Ashutosh Singh, Alok Mohan whose help,
stimulating suggestion and encouragement helped me in all time of fabrication process
and in writing this report. I also sincerely thanks for the time spend proofreading and
correcting my many of the mistakes.

I would also like to acknowledge with my appreciation the crucial role of the staff in
Operational field in the office, who gave me the environment and their knowledge about
the company al work, and also the authorization of the necessary permissions to use and to
command. My Special thanks is for my manager Anuja Bharadwaj who supported with
the never give up attitude on me. She literally supported me with my work helped me with
late night MIS reports. I was also supported by my Senior Co-Worker Rahul Shivraj Soni,
he was the backbone for me. Many a times he covers my mistakes and supported me as
his little brother.

Many thanks go for the lecturer and supervisor who have given their full effort in
grooming the team and achieving the goals as well their encouragement to completion of
project. My aggregate thanks go to all my classmate, especially to my friends for sharing
their time in helping and giving support which, I need to fabricate my project.
This is to be certify that Prashant Upadhyay a student of BBA, from Greater
Noida Institute of professional studies has successfully undergone and
completed his corporate internships in sales & Marketing in our organization,
from dated 5th September to 18th October.

We wish him all the success in his future endeavor.

 DECLARAATION

I PRASHANT UPADHYAY, S/o MR. ANIL UPADHYAY, ID No. 321047 Roll

No. 211203105132 a bonefied student of B.B.A. in GNIOT Institute of
Professional Studies, Greater Noida, would like to declare that the class project
entitled Sales & Marketing submitted by me in partial fulfilment of the
requirements for the award of the Degree of BACHELOR IN BUSINESS
ADMINISTRATION is my original work.

Place: HOD OFFICE

Date: 28/10/2023 Signature of Student
 Table of Content

Preface
Acknowledgement
Internship Certificate
Institute Certificate
Student Declaration
1. Introduction…………………………………………………………………………………….
2. Theoretical Background………………………………………………………………………...
a) Industry profile…...........…………. …..………………………………………………….
b) Literature Review……….……………...………………………………………………….
3. Research Methodology…....................................…….……………………………………….
a) Objective of study...............................................................................................................
b) Scope of work.....................................................................................................................
c) Period of study....................................................................................................................
d) Data Collection....................................................................................................................
e) Sample Area & Size ..............................................................................................................
f) Sampling Technique............................................................................................................
g) Tools of Analysis................................................................................................................
4. Data Analysis............................................................................................................................
5. Findings....................................................................................................................................
6. Conclusion...............................................................................................................................
7. Recommendations and Suggestions………………………………………………… …...
8. References...............................................................................................................................
chapter– 1

Introduction
1.1 History
Industrial paints include automotive paints (original auto manufactures and refinishes), Powder
coatings marine paints high performance coatings and special purpose finishes. These are
technology intensive and hence the presence of the unorganized sector is very limited. In fact,
there is no presence of the unorganized sector in the original paints. This can be explained by
the fact that to bag an order from automobile manufacturer collaboration with a well known
foreign paint company is a must Goodlass Nerolac is an un disputed leader n industrial paint.

Till early 90’s paints were treated a s luxury items by the governments this resulted in higher
excise duty and higher end prices, leading low consumption of paints in India. However the
progressive reduction of the excise duty from 40% in 93-94 to 18% in 96-97, the companies have
passed on the duty reductions as price cuts.

However the per capita consumption of India is still a merge of .5 kg compared to 26 kg in U.S and
1.2 kg in Thailand.

As already mentioned paints were viewed as luxury item by many even today. Their productive
value is not under stood and repainting is limited and if ever done is once in 7 – 10 years. The
government interest to protect all surfaces is also low and the loss due to corrosion is estimated
to be over Rs. 5000 crores p.a. By the central Electro chemical Research institute at Karaikad,
Tamilnadu.

With a view to emphasing the importance of protection through painting the

Indian paints Association (IPA) had brought slogan in 1995 “Paint and Protect”. This slogan is
popularized through various communications however a lot needs to be done to reach the
millions of customers effectively.

3.1 Background of the study

Marketing research is "the process or set of processes that links the producers, customers,
and end users to the marketer through information used to identify and define marketing
opportunities and problems; generate, refine, and evaluate marketing actions, monitor
marketing performance, and improve understanding of marketing as a process. Marketing
research specifies the information required to address these issues, designs the method for
collecting information, manages and implements the data collection process, analyzes the
results, and communicates the findings and their implications."

It is the systematic gathering, recording, and analysis of qualitative and quantitative data
about issues relating to marketing products and services. The goal of marketing research is
to identify and assess how changing elements of the marketing mix impacts customer
behavior. The term is commonly interchanged with market research; however, expert
practitioners may wish to draw a distinction, in that market research is concerned
specifically with markets, while marketing research is concerned specifically about
marketing processes.

Buying Behaviour & Purchase Pattern Of customers Towards Paint

Introduction
Consumer behavior is the study of individuals, groups, or organizations and the processes
they use to select, secure, use, and dispose of products, services, experiences, or ideas to
satisfy needs and the impacts that these processes have on the consumer and society. It
blends elements from psychology, sociology, social anthropology, marketing and
economics. It attempts to understand the decision-making processes of buyers, both
individually and in groups such as how emotions affect buying behavior.

It studies characteristics of individual consumers such as demographics or personality and

behavioral variables in an attempt to understand people's wants. It also tries to assess
influences on the consumer from groups such as family, friends, sports, reference groups,
and society in general.

Customer behavior study is based on consumer buying behavior, with the customer playing
the three distinct roles of u ser, payer and buyer. Research has shown that consumer
behavior is difficult to predict, even for experts in the field.

Relationship marketing is an influential asset for customer behaviour analysis as it has a

keen interest in the re-discovery of the true meaning of marketing through the re-
affirmation of the importance of the customer or buyer. A greater importance is also placed
on consumer retention, customer relationship management, personalization, customization
and one-to-one marketing. Social functions can be categorized into social choice and
welfare functions.

Each method for vote counting is assumed as social function but if Arrow’s possibility
theorem is used for a social function, social welfare function is achieved.

Some specifications of the social functions are decisiveness, neutrality, anonymity,

monotonicity, unanimity, homogeneity and weak and strong Pareto optimality. No social
choice function meets these requirements in an ordinal scale simultaneously. The most
important characteristic of a social function is identification of the interactive effect of
alternatives and creating a logical relation with the ranks. Marketing provides services in
order to satisfy customers. With that in mind the productive system is considered from its
beginning at the production level, to the end of the cycle, the consumer (Kioumarsi et al.,
2009).
Buying Decision Process
A buying decision process is the process a customer goes through when buying a product. It
can be seen as a particular form of a cost–benefit analysis. The buying decision model has
gone through lots of interpretation by scholars. Although the models vary, there is a
common theme of five stages in the decision process.

The Buyer decision process is the decision-making process used by consumers regarding
market transactions before, during, and after the purchase of a good or service. More
generally, decision-making is the cognitive process of selecting a course of action from
multiple alternatives.

Stages
These stages were first introduced by Engel, Blackwell and Kollat in (1968). The stages are:

• Problem/Need recognition
• Information search
• Evaluation of alternatives
• Purchase decision
• Post-purchase behavior

These five stages are a framework to evaluate customers' buying decision process.
However, it is not necessary that customers get through every stage, nor is it necessary that
they proceed in any particular order. For example, if a customer feels the urge to buy
chocolate, he or she might go straight to the purchase decision stage, skipping information
search and evaluation.

Problem/need-recognition
Problem/Need-recognition is the first and most important step in the buying decision.
Without the recognition of the need, a purchase cannot take place. The need can be
triggered by internal stimuli (e.g. hunger, thirst) or external stimuli (e.g. advertising).
Maslow held that needs are arranged in a hierarchy. According to Maslow's hierarchy, only
when a person has fulfilled the needs at a certain stage, can he or she move to the next
stage. The problem must be addressed through the products or services available. It's how
the problem must be recognized.

Information search
The information search stage is the next step that the customers may take after they have
recognized the problem or need in order to find out what they feel is the best solution. This
is the buyers' effort at searching the internal and external business environments to
identify and observe sources of information related to the focal buying decision. Consumers
can rely on print, visual, and/or voice media for getting information.

Evaluation of alternatives
At this stage, consumers evaluate different products/brands on the basis of varying product
attributes, and whether these can deliver the benefits that the customers are seeking. This
stage is heavily influenced by one's attitude, as "attitude puts one in a frame of mind: liking
or disliking an object, moving towards or away from it". For example, if the customer
involvement is high, then he/she will evaluate a number of brands; whereas if it is low, only
one brand will be evaluated.

Customer involvement High Medium Low

Characteristics High Medium Low

Number of brands examined Many Several One

Number of sellers considered Many Several Few

Number of product attributes evaluated Many Moderate One

Number of external information sources used Many Few None

Time spent searching Considerable Little Minimal

Purchase decision
This is the fourth stage, where the purchase takes place. According to Kotler, Keller, Kush
and Jha (2009), the final purchase decision can be disrupted by two factors: negative
feedback from other customers and the level of motivation to comply or accept the
feedback. For example, after going through the above three stages, a customer chooses to
buy a Nikon D80 DSLR camera. However, because his good friend, who is also a
photographer, gives him negative feedback, he will then be bound to change his
preference.

Secondly, the decision may be disrupted due to unanticipated situations such as a sudden
job loss or the closing of a retail store.

Post-purchase behavior
These stages are critical to retain customers. In short, customers compare products with
their expectations and are either satisfied or dissatisfied. This can then greatly affect the
decision process for a similar purchase from the same company in the future, mainly at the
information search stage and evaluation of alternatives stage. If customers are satisfied,
this results in brand loyalty, and the information search and evaluation of alternative stages
are often fast-tracked or skipped completely. As a result, brand loyalty is the ultimate aim of
many companies.

On the basis of either being satisfied or dissatisfied, a customer will spread either positive
or negative feedback about the product. At this stage, companies should carefully create
positive post-purchase communication to engage the customers.

Also, cognitive dissonance (consumer confusion in marketing terms) is common at this

stage; customers often go through the feelings of post-purchase psychological tension or
anxiety.

3.2 Review of Literature

PAREEK P., (2016) A Study On Perception Of End-Users Towards Various Paint
Brands In Ahmadabad And North Gujarat. Elk Asia Pacific Journal Of
Marketing And Retail Management, 7(1) 1-15

This research has been conducted on 400 households of Ahmedabad, Kalol and Mehsana
cities in Gujarat. Questionnaire survey method and observation method has been used to
conduct the research. The questionnaire was formed with the combination of close-ended,
open-ended and scale questions. The main objective of this study is to find out various
factors that consumers consider while purchasing paint.

Mathur A. (2011). An Empirical Study Of Quality Of Paints: A Case Study Of

Impact Of Asian Paints On Customer Satisfaction In The City Of Jodhpur.
IJMT, 19(2).84-98

Paints are the basis to fill colours in the human life. The quality of paints impacts the life to
give the beauty and imagination to live a life of better standards. The paints in the market
are used in the houses to give the imagination, beauty and creativity to design the life for
living with peace and progress. The paints have many uses and they basically form the
fabric of creative and innovative life with the colours of many moods and emotions. The
basic aim of the paper is to build the strategic framework for developing the quality paints
to give the strength to the infrastructure of the surroundings in a beautiful way.

Mathur A. (2011). An Empirical Study of Quality Of Paints: A Case Study Of

Impact Of Asian Paints On Customer Satisfaction In The City Of Jodhpur.
IJMT, 19(2).84-98

Paints are the basis to fill colours in the human life. The quality of paints impacts the life to
give the beauty and imagination to live a life of better standards. The paints in the market
are used in the houses to give the imagination, beauty and creativity to design the life for
living with peace and progress. The paints have many uses and they basically form the
fabric of creative and innovative life with the colours of many moods and emotions. The
basic aim of the paper is to build the strategic framework for developing the quality paints
to give the strength to the infrastructure of the surroundings in a beautiful way.
Anurag (2007), “Consumer Behavior and Buying Decision
Making”, http://www.123eng.Com/Forum/Index.Php
(Retrieved On 16.02.2007).

Anurag (2007)4 in his e-article “Consumer Behavior and Buying Decision Making” has
pointed out that marketing in India is growing through an indefinable phase and so also the
changing role of consumer in making decision and the way in which the new generation of
Indian consumer behaves. The characteristics of Indian families are changing under the
influence of external factors such as liberalization and media explosion. Indian families are
presently in a state of flux, shifting from being strictly hierarchical to more egalitarian in
character. And the process of migration definitely has a big role to play in such transition.

3.3 Statemement Of Problem

The respondents of the questionnaire are very busty and could not afford more time to
answer. The average time to response was 5-6 minutes only.

A limited sample size of 100 customers was considered because of time constraint. An
assumption is made that the sample represents the whole population. It will not carry the
total reflection of the copier market. Total sample size is comparatively less to represent
the entire population.

A time period of only 45 days was allowed for the completion of this product. So
considering all the consumers for the study was not possible.

The data was of primary nature. So the degree biases were relatively high as the sample
was randomly selected.

Study restricted to geographical territory of Rajkot city only

3.4 Objectives of study

 To understand the performance and choice of customers regarding different paint

brand.
 To know the factors that may affect the selection of paint in future.

1.2 Growth and Development

The paint industry can easily grow at 12-13% annually over the next few years from its current
size of Rs 350 bn. The per capita paint consumption in India which is a little over 4 kgs is still
very low as compared to the developed western nations. Therefore, as the country develops
and modernizes, the per capita paint consumption is bound to increase.

The unorganized sector controls around 35% of the paint market, with the organised sector
accounting for the balance. In the unorganized segment, there are about 2,000 units having
small and medium sized paint manufacturing plants. Top organised players include Asian Paints,
Kansai Nerolac, Berger Paints and ICI.

Demand for paints comes from two broad categories:

 Decoratives
Major segments in decoratives include exterior wall paints, interior wall paints, wood finishes
and enamel and ancillary products such as primers, putties etc. Decorative paints account for
over 70% of the overall paint market in India. Asian Paints is the market leader in this segment.
Demand for decorative paints arises from household painting, architectural and other display
purposes. Demand in the festive season (September-December) is significant, as compared to
other periods. This segment is price sensitive and is a higher margin business as compared to
industrial segment.

 Industrial
Three main segments of the industrial sector include automotive coatings, powder coatings and
protective coatings. Kansai Nerolac is the market leader in this segment. User industries for
industrial paints include automobiles engineering and consumer durables. The industrial paints
segment is far more technology intensive than the decorative segment.
The paints sector is raw material intensive, with over 300 raw materials (50% petro-based
derivatives) involved in the manufacturing process. Since most of the raw materials are
petroleum based, the industry benefits from softening crude prices.

Key Points

• Supply Supply exceeds demand in both the decorative as

well as the industrial paints segments. Industry is fragmented.

• Demand Demand for decorative paints depends on the housing sector and good
monsoons. Industrial paint demand is linked to user industries like auto, engineering
and consumer durables.

• Barriers to entry Brand, distribution network, working capital

efficiency and technology play a crucial role.

• Bargaining power Price increase constrained with the presence of of suppliers

the unorganised sector for the decorative segment.
Sophisticated buyers of industrial paints also limit the bargaining power of suppliers. It
is therefore that margins are better in the decorative segment.

• Bargaining power High due to availability of wide choice.

of customers

 Competition In both categories, companies in the organised sector focus on brand

building. Higher pricing through product differentiation is
also followed as a competitive strategy.

Prospects
 The market for paints in India is expected to grow at 1.5 times to 2 times
 GDP in the next five years. With GDP growth expected to be between 67% levels, the
top three players are likely to clock above industry growth rates in the future,
considering they have a strong brand and good reach.

 The market size of the paint industry in India is estimated at around Rs 350 bn. Industry
players expect close to 12% growth in business volume and 10-12% rise in sales in FY16.

 Decorative paints segment is expected to witness higher growth going forward. The
fiscal incentives given by the government to the housing sector have immensely
benefited the housing sector. This will benefit key players in the long term.

 Although the demand for industrial paints is lukewarm it is expected to increase going
forward. This is on account of increasing investments in infrastructure. Domestic and
global auto majors have long term plans for the Indian market, which augur well for
automotive paint manufacturers like Kansai Nerolac and Asian-PPG. Increased industrial
paint demand, especially powder coatings and high performance coatings will also
propel topline growth of paint majors in the medium term.

 Volatility of the Indian currency and international oil prices and worries about a normal
monsoon continue to be major challenges facing the paint industry.

1.3 Performance And Other Statistical Data

From the times when paint products were being developed to meet the new performance
requirements, high performance additives have played an important role with their own
attributes. Modern paint technology is heavily dependent on high performance additives due to
their ability to meet the wide spectrum of paint performance requirements of current times.

The global paints market is worth $ 121 billion (2012); with total production being 38 million
metric tonnes (MT). Globally, by volume, the split is approximately 50% architectural paints and
the remaining 50% performance coatings. The APAC region contributes 44% paints and coatings
market. India constitutes 15% and China 57% by volume of APAC market. In the APAC, water
based (architectural paints) constitutes 65% by volume. The Indian paint industry is worth $ 5.6
billion with the volume of 2.28 million MT per annum.

The Indian decorative paints segment constitutes 72% by volume and 67% by value. Whereas
the Indian water based (latex/architectural paints) constitute 6065% by volume of the
decorative paints. The per capita consumption of paint in India is 2.40 kg. The highest per capita
consumption is 4 kg in Kerala and is largely dominated by latex based architectural paints and
coatings. The growth rate of the Indian paint industry is 1.5 to 2 times the GDP. There are over
1500 architectural paint producers in India. The organised sector, led by Asian Paints,
AkzoNobel, Berger Paints and Kansai Nerolac Paints, contributes 62% market share of
architectural paints.

Rising demand for novelty

As the paint and coatings industry continues to fall under pressure by environmental
regulations, manufacturers of coatings and paints are endlessly reformulating their products. As
a result, demand for novel additives continues to increase. The rapid economic growth in most
of the emerging countries in the recent years resulted in rampant architectural construction and
industrial activity, which created significant demand for paints and additives. This in turn,
heavily increased the demand for paint additives. The Asia Pacific region is expected to account
for more than 40% of the global demand for paint additives in 2016.

Already growing faster than the major developed countries (though currently slowed down a
bit) China has emerged as the second largest market (after the US) in the global paint additives
market. India is also emerging as a strong market.

Indian market dynamics

During last 5-7 years, it has been observed that high quality exterior paint segment has
conceptually grown with very high growth rate of 25% compared to 10-12% of other paints and
coatings. In addition, the premium paints and novel finishes segments have also grown at a
faster rate 15 -20%. And, this evolution has forced the use of high performance additives.
1.4 Market Players In The Industry
The leaders in the organized paint industry in India are Asian Paints with over 40per cent market
share, Kansai Nerolac (20per cent), Berger Paints (19per cent) and AkzoNobel (12per cent).

Asian Paints is a market leader in the decorative segment while Kansai Nerolac dominates the
industrial and automotive segment. The share of industrial paints in the total paint consumption
is very low when compared to global standards.It accounts for 25per cent of the paint market
with 75per cent of the paints sold in India for decorative purposes.

Currently all key players in the Indian paint market are in expansion mode. Asian Paints has
enhanced its capacity at its facility in Himachal Pradesh (for powder coatings) and Maharashtra
(industrial coatings) and Berger's facility in Jammu started contributing to its top line
performance, albeit on the lower side. Kansai Nerolac is putting up a green field plant at Hosur
in Tamil Nadu and is carrying out expansion at its Lote Parshuram and Bawal plants.

DECORATIVE PAINTS
In decorative paints Asian Paints dominates with a 37% market share and number two player
Goodlass Nerolac has a market share of 14%. These paints are by medium technology and
hence the unorganized sector has a major share. A recent estimate that over 2400 companies
are in unorganized sector

INDUSTRIAL PAINTS
Industrial paints include automotive paints (original auto manufactures and refinishes), Powder
coatings marine paints high performance coatings and special purpose finishes. These are
technology intensive and hence the presence of the unorganized sector is s very limited. In
fact, there is no presence of the unorganized sector in the original paints. This can be explained
by the fact that to bag an order from automobile manufacturer collaboration with a well known
foreign paint company is a must.
Till early 90’s paints were treated a s luxury items by the governments this resulted in higher
excise duty and higher end prices, leading low consumption of paints in India. However the
progressive reduction of the excise duty from 40% in 93-94 to 18% in 96-97, the companies have
passed on the duty reductions as price cuts.

However the per capita consumption of India is still a merge of .5 kg compared to 26 kg in U.S and
1.2 kg in Thailand.

As already mentioned paints were viewed as luxury item by many even today. Their productive
value is not under stood and repainting is limited and if ever done is once in 7 – 10 years. The
government interest to protect all surfaces is also low and the loss due to corrosion is estimated
to be over Rs. 5000 crores p.a. By the central Electro chemical Research institute at Karaikad,
Tamilnadu.

With a view to emphasing the importance of protection through painting the

Indian paints Association (IPA) had brought slogan in 1995 “Paint and Protect”. This slogan is
popularized through various communications however a lot needs to be done to reach the
millions of customers effectively.

Different Paint Companies in India

1. Asian Paints
Asian paints preferred by every household in the country. It is perhaps the most popular paint
right in markets. The company was founded by Choski brothers and Suryakant Dani in year
1942. According to Forbes they are one of the best small companies in India.

Revenue: a$$1.6 billion to $2 billion and Profit over $150 million

Products and Services: Decorative paints, Industrial Coatings and Ancillaries like wall primer,
acrylic wall putty exterior, interior and exterior wall paints etc.
2. Berger Paints India Limited
Second most popular paint lover by Indian customers is Berger paints India. The company was
founded in 1923 by Louis Steigenberger. Currently Abhijit Roy is the managing director of the
company.

Revenue: $460 million to $500 million and the profit is $27 million
Products and Services: Paints and chemicals. Products for Industrial users and professional
users both like Interior & Exterior wall coatings, metal and wood paints, living green,
undercoats etc.

3. Dulux Paints
The third paint company in our list is Dulux Paints. Dulux paints is basically a painting company
owned by AkzoNobel India. The company was founded in the year 1932 and offers a wide
variety of products for home and industry use.

Revenue: $25 billion to $30 billion of AkzonNobel

Products and Services: Industrial chemicals, decorative paints, refinishing products, coating,
exterior and interior paints, wood and metal paints etc

4. Jenson & Nicholson Ltd

Jenson & Nicholson (I) Ltd is India’s second oldest company founded in the year 1922. John
Jenson and Wilfred Nicholson founded these companies. The company was first to launch
plastic emulsion paint under brand Robbialac.

Revenue: $500 million to $750 million

Products and Services: Some of the product names are fantasy pearl metallica, special effects
natura, safeguard optima, pearl luster finish etc.

5. Shalimar Paints
The fifth company in our countdown list is Shalimar paints. Shalimar paints is the
India’s oldest paint company founded in year 1902 by AN Turner and AC Wright.
It has over 54 branches and depots across the country.

Revenue: $56 million to $80 million

Products and Services: a Industrial chemicals, decorative paints, refinishing products, coating,
exterior and interior paints, wood and metal paints, visualize, distemper, enamel etc
6. British Paints
A British paint was founded in the year 1919 and came to India in 1947. Actually British paints
reentered India in year 2009 with the name Berger paints. In India it has a network of 45
branches and over 12000 channels.

Revenue: $300 million to $500 million

Products and Services: Some of the brands are Glo, Singer, British, Expa Cool, Acri-Silk etc

7. Kansai Nerolac Paints Ltd

The seventh paint company in our countdown list is Kansai Nerolac Paints Ltd. This paint
company was founded in year 1920 in Mumbai. It has around 5 manufacturing plants in India.

Revenue: $360 million to $400 million

Products and Services: Products for Interior and exterior, wood and metals, automotive
coatings etc

8. Nippon Paints
Nippon paints is originally a Japanese companies but very popular in India. In
India, it is here for more than 5 years. Although it is Asia’s number one paint company but in
India still it is not number one.

Revenue: $300 million to $500 million in Indian markets

Products and Services: Industrial chemicals, decorative paints, refinishing products, coating,
exterior and interior paints, wood and metal paints

9. Asgar Paints
The ninth paint company in our list in Asgar Paints. It is south India’s largest and leading paint
companies placed among top 50 decorative coatings. THe company was founded in year 1974
as Asgar Paints Pvt Ltd. It has over 14 branches.

Revenue: $100 million to $200 million

Products and Services: Jantha Distemper, Ranger, Diana Wall putty, Asgarcem,
Aluminum Paint, Micro Matt, Ragiemon Etc
10. Snowcem Paints
Snowcem Paints was founded in the year 1959 in Mumbai and one of the India’s leading
manufacturer of exterior cement based masonry paint.
Revenue: $50 million to $75 million
Products and Services: Paints for cements, liquid paints, Primers like Cemprover, Snow sol, etc
2.1 History
Asian Paints is India's largest paint company in India and Asia's third largest paint company
with a turnover of Rs54.63 billion. The company operates in 20 countries and has 28 paint
manufacturing facilities in the world servicing consumers in over 65 countries.

Besides Asian Paints, the group operates around the world through its subsidiaries Berger
International Limited, Apco Coatings, SCIB Paints and Taubmans. Forbes Global magazine USA
ranked Asian Paints among the 200 Best Small Companies in the World for 2002 and 2003 and
presented the 'Best under a Billion' award, to the company. The present MD & CEO of the
company is P.M. Murty.
The company has come a long way since its small beginnings in 1942. Four friends who were
willing to take on the world's biggest, most famous paint companies operating in India at that
time set it up as a partnership firm.

Chimanlal Choksi,Champaklal Choksey,Suryakant Dani and Arvind Vakil were the four friends
who started the company. Suryakant Dani owned a garage where he did the painting work for
Machines & vehicles.

The same garage is where Asian Paints started off its operations. Over the course of 25 years
Asian Paints became a corporate force and India's leading paints company. Driven by its strong
consumer-focus and innovative spirit, the company has been the market leader in paints since
1968. Today it is double the size of any other paint company in India.

Asian Paints manufactures a wide range of paints for Decorative and Industrial use.

2.2 Company Profile

Company Name: Asian paints limited

Address: Asian paints house,

6a, shantinagar,
Santacruz(E),
Mumbai-400055

Contact: 022-39818000

Help line: 1800-209-5678

Web Site: www.asianpaints.com

Product: Paints product

Size of unit: Large scale industry

Form of Organization: Public

Year Of Establish: 1942

Industry: Chemical
 Employee: 4640

Head quarter: Mumbai

Key person: K. B. S. Anand

Revenue: Rs. 7964 crore

Profit: Rs. 958.39 crore

(Table 2.1)

2.3 Growth and Development

Asian Paints Ltd was incorporated in the year 1945. In the year 1965, the name of the company
was changed to Asian Paints (India) Pvt Ltd. In the year 1973, the company was converted into
a public limited company. In the year 1972, they undertook a major modernization
programmed to streamline the paint production facilities by improving the layout of machines,
addition to balancing equipment and replacement of old machinery to meet the demand.

In the year 1985, the Company had set up a third paint unit at Patacncheru, a notified
backward area near Hyderabad, for the manufacture of 15,000 MT of paints and enamels.

In the year 1987, the company commissioned a plant for the manufacture of synthetic rubbers
lattices with a capacity of 1,200 tonnes per annum.

In the year 1990, the company promoted two joint venture companies, namely
Asian Paints (South Pacific) Ltd, in Fiji and Asian Paints (Tonga) Ltd. In May 1991, the company
acquired 19,10,000 equity shares of Pentasia Chemicals Ltd from TIDCO and thus PCL became a
subsidiary of the company.
During the year 1992-93, the company installed and commissioned the manufacturing facilities
for the powder coatings with a capacity of 300 MT at Kasna plant.

In the year 1994, Pentasia Chemicals Ltd was amalgamated with the company with effect from
October 1, 1994. In the year 1995, the company set up a joint venture unit for the manufacture
of paints, enamels and varnishes in the Republic of Mauritius.

In the year 1996, the company and PPG Industries, Inc. of USA set up a joint venture company
namely Asian PPG Industries Pvt Ltd to market and/or manufacture automotive paints and
certain Industrial products.

In the year 1998, they introduced three new products, NC range of wood finishes, ACE Exterior
Emulsion and Asian wall putty. They launched their first exclusive showroom in Mumbai.

In the year 1999, the company acquired 76 % of equity stake in Sri Lanka-based Damage
Forsyth & Co (Paints) Ltd. In the year 2000, they launched two variants in polyurethane (PU)
wood finish under the brand name Opal. They opened a manufacturing plant in Oman in
partnership with a local company.

In 2002, the company revamped their international operations and transferred shares in their
subsidiaries in Fiji, Tonga, Solomon Island, Vanuatu, Australia and the Sultanate of Oman to the
Mauritius based subsidiary Asian Paints International. Also, they acquired controlling stake of
50.1% in Berger International, Singapore, for the consideration of Rs 58 crore.

In the year 2003, the company through their Singapore-based subsidiary, Berger International,
signed a technology and brand licensing agreement with PT Abide
Coatings Souls’, an Indonesian paint company.

In the year 2004, the company launched paint solutions for kids. In January 2005, they set up a
new paint plant at Sriperumbudur, in Tamil Nadu and commenced commercial production.

In the year 2006, the company commissioned a manufacturing facility for powder coatings at
Biddy, Himachal Pradesh.

During the year 2007-08, the company commissioned the polymer plant in Sriperumbudur.
Also, they commenced expansion of the Sriperumbudur plant.
Also, Asian Paints (International) Ltd, the company’s direct subsidiary divested their entire
stake in Asian Paints (Queensland) Pty Ltd, Australia.
During the year 2008-09, the company made a tie up with DuPont USA to cobrand the Royale
range of Emulsions with Teflon, the product synonymous with toughness and durability. The
first two stores have been inaugurated at Hyderabad and Chennai.

During the year 2009-10, the company increased the capacity of Sriperumbudur Plant in Tamil
Nadu to 140,000 KL per annum. In April 12, 2010, the company commissioned the first phase
of sixth Decorative paint plat at Rohtak, Haryana as a cost of approx. Rs 500 crore with an initial
capacity of 150,000 KL per annum.

During the year 2010-11, the company augmented the synthetic resins and polymer capacity by
50,000 MT. The company launched a number of new products.

Asian Paints with its intent to enter the Home Improvement and Décor space in India had
acquired 51% stake in Sleek group, a kitchen solutions provider in August 2013. Sleek is a
major player in the organized modern kitchen space and is engaged in the business of
manufacturing, selling and distribution of modular kitchens as well as kitchen components
including wire baskets, cabinets, appliances, accessories etc.

In June 2014, Asian Paints acquired the entire front and sales business including Brands,
Network and Sales Infrastructure of Ess Ess Bathroom products Pvt Ltd.

Both, the Kitchen and Bath business has been co-branded with Asian Paints.

Recently, the company has launched ‘Smart Kitchen’ range for easy installation and design
under the Sleek brand. In the Bath space, it has introduced ‘Royale’ premium range of bath
fittings as well as ‘Bathsense’ sanitary ware range of products for the evolving consumer.

(Chart 2.1)
2.4 Products Overview
Asian Paints produces a wide range of paints for decorative and industrial use. It also
manufactures intermediate products like Phthalic Anhydride and Pentaerythritol. The
chemicals business which contributes 5% to overall sales of the group is managed for value.
APIL's product range includes Wall paints, Metal paints, Wood Finishes, Primers, Wall puttees,
powder coating and others.

Apart from offering the customers a wide range of decorative and industrial paints, it even
custom-creates products to meet specific needs.

Following are few of the famous products of Asian Paints.

Decorative paints:-
 Exterior Walls
Asian Paints offers a range of emulsion paints for your exterior walls. You can choose from ACE,
Apex, Apex Ultima, Apex Duracast and more, based on the specific demand of surface area.

 Interior Walls

 Distempers
Distempers offer strong performance to the interior wall surface in terms of protection and
adhesion. Tractor Acrylic Distemper, with better durability, is one of the best performing
distemper made by Asian Paints.

 Emulsions
Interior emulsions are advanced water based paints with better quality and shade range.
Adhesion to wall surface, anti fungal properties and durability is more in emulsions. Check out
products range for more information.
 Metal Surfaces

Suitable for metal surfaces, this enamel product brings a suitable effect. With different surface
preparation and undercoat system, read the directions for usage carefully before application.

 Wood Surfaces

Clear Finish
Clear Finishes act as protective coatings providing a high degree of resistance from water, dirt,
grime, chemicals and abrasion, along with enhancing the natural beauty of the wood.

Opaque Finish
Wood Palette, the range of opaque wood finishes from Asian Paints brings you a high gloss,
tough scratch proof colored wood finish that brings new style and sophistication that’s
beautiful and stays that way under heavy usage.
Enamels
These are essentially enamel paints suitable for wood surfaces. With different surface
preparation and undercoat system, read the directions for usage carefully before application.

ANCILLARIES PAINTS:-
 Asian Paints Deco prime Wall Primer WT

Asian Paints Deco-Prime Wall Primer (WT) can be used as primer for painting of water-based
wall finishes such sa distempers & plastic emulsion paints.Its special features are easy
brushing, excellent covering, alkali resistance, quick drying & good sealing properties. It is
specially fortified with fungicides.

 Asian Paints Deco prime Wall Primer ST

Asian Paints Deco-Prime Wall Primer (ST) is suitable for use as primer for masonry topcoats
like distempers, emulsions, lustre & matt wall finishes. It helps in providing a suitable surface
for application of subsequent coats of putty & finish paint. It set a fast, has good sealing
properties, good resistance to wall alkalinity, moisture & fungus.
  Asian Paints Acrylic Wall Putty

Asian Paints Acrylic Wall Putty is water based putty. It is one of the best product of its kind
available in the market. It provides a very strong durable foundation & brings out the best
performance from the finish paints. Both in looks & durability.  Asian Paints Exterior
Wall Putty

Asian Paints Exterior Wall putty is a specially designed product based on white cement,
redispersible polymer & functional additives for application on exterior rough plasters to give a
smooth finish.

 Asian Paints Wood Primer

Asian Paints Wood Primer is specially formulated to protect wood. It has an excellent sealing &
filling properties which protects wood from swelling due to absorption moisture. Wood Primer
penetrates wood fiber & gives excellent adhesion to substrates & also serves as a sound base
for application of undercoats & finishing coats. It also protects the finish coat from exudation
of resinous matter oozing out from wood.

 Asian Paints Exterior Wall Primer

Asian Paints Exterior Primer is water-based wall coating suitable for application on exteriors as
an undercoat to exterior emulsions. It has a good opacity & whiteness, which helps improve
the appearance of the emulsion top coat. Exterior Wall Primers does not chalk & can be
applied on freshly plastered surfaces that are adequately cured. It does not require any water
curing.
INDUSTRIAL PAINTS

 Protective Coatings

Offers an extensive range of high performance, heavy-duty coatings for protection of assets in
aggressive industrial environments

 Floor Coatings

Offers a wide range of coatings and floorings for concrete floors and hygiene wall
coatings

 Floor Coatings

The range includes hot melt thermoplastic road marking material, cold applied retro-reflective
and water / solvent based paint for marking roads.
2.5 PLANT IDENTIFICATION
Plant identification marks for cartoons, drums, tins are given below.

Bhandup plant
1. All liter number will be four digit starting from 1001.
2. Alphabets B as label indicate Bhandup plant 3. Drums will not have
any brands on the top side
4. Cartoons will not be Blue in color.

Ankles war plant

1. All liter number will be four digit starting from 2001.
2. Alphabets A as label indicate Ankles war plant
3. Drums have one brand on the top side
4. Cartoons will red in cooler

Patacncheru plant
1. All liter number will be four digit starting from 3001.
2. Alphabets p as label indicate Patacncheru plant 3. Drums have two
brands on the top, one dotted line.
4. Cartoons green in color.

Kasna plant
1. All liter number will be four digit starting from4001.
2. Alphabets K as label indicate Kasna plant
3. Drums have one brand with three dots with nine alternatives.

4. Cartoons are brown in color.

2.6 SWOT Analysis

Strengths
 The largest paint company in India and third largest company in Asia
 They have over 50% of market share and are clear leaders decorative paints and are
strong competitors to Kansai Nerolac Paints to be leaders in Industrial paints and
coatings.
 They operate in 17 countries and have 24 manufacturing facilities providing service to
65 countries all over the world.
 Asian paints has strong international presence with its four 4 subsidiaries;
Berger International Limited, Apco Coatings, SCIB Paints and Taubmans. Most
renowned brand in Indian Paint Industry & its strong customer focus and innovative-
spirit has made it market leader since 1968.

Superior technologies deployed to achieve maintain the competitive edge for eg.
Supply chain management system that integrates plants, regional distribution centers,
outside processing centers etc. hence they have strongest supply chain system with

 They have maintained their brand name and increased awareness by unique ways of
advertising and roping in celebrities like Saif Ali Khan.
 The company has strong financials.

Weaknesses
 Limited market share in industrial paints segment with Kansai Nerolac and AkzoNobel
giving stiff competition.
 In decorative paints Industry Customer tastes and perceptions change very fast and
products may become obsolete with change in trends, hence production planning and
inventory problem..

Opportunities
 Big an international standard paint company it should look for more opportunities
abroad
 There is a good scope for growth especially in industrial paints category
  Needs to have more focus on Automobile industry in industrial paints segment
 Competitors are going for Hi-tech process and Asian paints with good financial and
intellectual capital can go for hi-tech.

Threats.

 Growth prone to slowdown effects

 Stringent Government rules and regulations regarding the quality of products and
manufacturing facilities as Environment policies are given more emphasis
 Raw material scarcity and volatility in prices.
 4.1 Research design
Marketing research dosing is the most important and encompassing of all six steps in the
marketing research process, requiring the highest level of thought, time and expertise. This
stage involves the the point at which those less experienced with market research will obtain
sindce the intelligence ultimately gained from the research is so closely
A research design is the arrangement of conditions for collection and analysis of data in a
manner that aims to combine relevance to the research purpose with economy in procedure.

Research design split into the following parts.

i. Sampling Design:
Sampling design deals with the method of selection of item to be observed for the
given study.

ii. Observational Design:

Which relates to the condition under which the observations are to be made?

iii. Statistical Design:

Which concerns with the question of how many items are to be observed and how
the information gathered are to be analyzed.

iv. Operational Design:

It is specifying the procedures of the sampling observation and statistical design
can be carried out

Types of Research Design

I. Exploratory Research Design

In this method research problem requires more investigation with full expansion of variables. It
include in 3 methods.

a) Survey of literature
It is the simplest method. In this method the researcher has to take a different-
different reference and to do the survey.

b) Experience survey
The researcher has to do the survey if the person has purchase the regular product
and experience of the product. Thus, the researcher to do the survey is quite easy.

c) Insight-stimulating survey
If the persons do not purchase a product and does not experience of the product
while the researcher has to take a survey in this types of people. Thus, the
researcher has to identify why the people do not purchase the product?
II. Descriptive Or Diagnostic Research Design
In this types of research design the researcher has to do the experience and observation and
then after to write a description it is known as descriptive or diagnostic research design.

4.2 Sampling Method

There are mainly two sampling method that are as follows.

a) Probability sampling techniques b) Non-probability sampling

technique

a) Probability sampling techniques

These are techniques where each sampling unit has the probability of being including in
sample. The probability of the inclusion need not be equal for every sampling unit. In some
method, it is equal and in some other, it is unequal. But it should be a know probability, for it
to be classified as probability sampling method.

The various types of probability sampling techniques are,

 Simple Random Sampling

 Stratified Random Sampling
 Cluster Sampling
 b) Non-probability sampling techniques
The Non-probability sampling is also known as Non-Random sampling. It does not give chance
to each element of universal to get selected as the sample. In this method, the selection of the
sample involves human judgment rather than luck of chance.

The various types of Non-probability sampling techniques are:

 Convenience sample
 Judgment sample
 Quota sample

To obtain representative sample, I had gone for the simple random sampling in which I had
collected the information randomly in the different areas of the Rajkot city.

4.3 Sample Size

Large sample give more reliable results than small samples. However, it is not necessary to
survey the entire target population or even a substantial portion to achieve reliable results.
Samples of less than 1% of the population can often providing good reliability, given a credible
sampling procedure.

So, I have decided to take the sample size of 100 from Rajkot.

4.4 Sources Of Data

There are basically two types of sources of data collection.

i. Primary Data ii.

Secondary Data

i. Primary Data:

Primary data is original data. Primary data is more trusted data. Because it collected by the
researcher. There are many sources to collect primary data such as interview, survey etc.

ii. Secondary Data:

Secondary data is not original data. This kind of data is gathered by others and that can be
used in reference or in study. The sources to gather this kind of data are published survey of
market, journal by government, media report etc.
Mostly, I have used primary data for my research report for final touch. I have prepared
questionnaire and fill it out by people. I have used secondary data to get information about
company.

4.5 Data Collection Method

1. Questionnaire
Questionnaire is the most commonly used method in survey – questionnaires are a list of
questions either open- ended or close – ended for which the respondent give answers.

2. Survey
Survey is most commonly used method on social sciences, management, marketing and
psychology to some extent.

3. Interview
Interview is a face – to – face conversation. It is slow, expensive, and they take people
away from their regular jobs, but they allow in – depth questioning and follow – up
questions.

4. Observation
Observation mean viewing or seeing. When you take a good look at something, noticing
facts or taking measurements, you are engaging in observation, something a little more
intense than just a quick glance. When you share an observation, you communicate an
insight.

5. Documentation
Documentation is the information that describes the product to its users. It consists of the
product technical manuals and online information.
 5.1 Data Collection Instrument
I had used questionnaire to collect the data from various employees
  Age:
Age No.

18 to 25 year 19
25 to 35 year 45
35 to 50 year 26
Above 50 10

Age
10
19

18 to 25 year
26 25 to 35 year
35 to 50 year
Above 50

45

ANALYSIS:

The above chart shows the age group of respondents, from the sample size of 100.

From the above we can show that the most of the people who like to change the paint on the
wall those are 25 to 35year. Then after the age group of the 18 to 35 and 35 to 50 years people
have minor difference in that. Above 50 are also like to change paint in wall.

 Occupation:
Occupation No.

Businessman 24
Service 16
Student 40
 0Other 20

Occupation
50
45
40
35
Axis Title
30
25
20 Occupation
15
10
5
0
Builder Service Student Other
Axis Title

ANALYSIS:

The above chart shows the occupation of the respondents. From this chart we can see that,

The 47 people are most like the Asian paints. Most of the builder is preferred the Asian paints.
Then the service is 23 members are using the Asian paints. Then the student is using the
paints. At last other can fill the survey.

1. What is the size of your House?

size of House No.
1BHK 17
2BHK 40
3BHK 34
MORE THAN 3BHK 9
 Series 1
45
40
35
Axis30Title
25
20
15
10
5
0
1BHK 2BHK 3BHK MORE THAN 3BHK
Axis Title

ANALYSIS:

The above chart is show that which type of size at Rajkot.

The chart is show that the most of the people is sty in 2bhk house. The 40 people are stay at
2bhk. And 34 peoples are staying in 3bhk. And other peoples are staying in 1bhk and more
then 3bhk.

2. Type Of House
Type of house No.

Flat 51
Tenamnet 15
Bunglow 22
Duplex 12
 Type of house
60

50
51

40

30
Type of house

20 22

10 15
12

0
Flat Tenamnet Bunglow Duplex

ANALYSIS:

The above chart is show that which type of house at Rajkot.

The chart is show that the most of the people is sty in flat The 51 people are stay at flats. And
22 peoples are staying in Bunglow. And other peoples are staying in tenement and duplex

3. When did you paint your house at last time

Paint at last time No.

Recently 20
More than 3 years 9
More than 5 years 11
Never (new construction) 60

Paint at last
60 time
70
60

50
 20
40

30 Paint at last time

20 9 11

10

0
Recently More then 3 yearsMore then 5 years Never (new
construction)

ANALYSIS:

The above chart is show that which type of house at Rajkot.

The chart is show that most of people is never (new construction).Recently 20 % paint at last
time more than 3 years 9% paint at last time & more than 5 years like 11% in the organization.

4. What type of paint was used last time?

Type of paint No.

Cement paint 37
Distemper 14
Emulsion 30
Other 19

type of paint
40

35 37

30
30
25

20
type of paint
19
15
14
10

0
Cement paint Distemper Emulsion Other
ANALYSIS:

The above chart is indicating that, the advertisement is which parameters displayed.

Message is 78% is effective and 22% is non-effective. Theme is 70% is effective and 30% is non-
effective. Product information is 66% effective and 34% is noneffective. Price information is
42% effective and 58% non-effective. Colour is 82% effective and 18% is non-effective.
Background is 70% effective and 30% is non-effective. In that the all parameter is effective only
one price information is not effective. Advertisement is don’t show the any price information.

5. Which brand of paint did you use last time?

Brand of paint No.

Berger 17
ICI/Dulux/akzo 13
Nerolac 16
Asian Paints 51
Other 3

Brand of paint
Brand of paint

51

17 16
13
3
Berer ICI/Dulux/akzo Nerolac Asian Paints Other

ANALYSIS:

The above chart is show that which type of house at Rajkot.

The chart is show that most of people using like 51%. 16% people Nerolac use last time barer
paint use like 17%. Dulux paint using like 13% in the market and 3% use like other people.

6. Last time did you give paint work to contractor which

material+Labour or with only labor?
Paint work No.
Labor 78
material+Labour 22

paint work
90
80
78
70
60
50
40 paint work

30
20
22
10
0
Labour material+Labour

ANALYSIS:

The above chart is show that which type of house at Rajkot.

The chart is show that most of people at last time did you give your paint work to contractor
like 78% material+Labour or with only labour.And 22% labor give paint work to contractor

7. How did you choose shades of paint last time?

shades of paint No.
Shade cards given by shop 16
By your own 15
Reference from others house 10
Chosen as your contractor told 59

shades of paint
70

60
59
50

40

30 shades of paint

20

10 16 15
10
0
Shadecards given By your own Reference from Chosen as your
by shop others house contractor told

ANALYSIS:

The above chart is show that which type of house at Rajkot.

The chart is show that most of people at last time choose shades of paint like 59% chosen as
your contractor told.Shadecards given by shop 16% people choose shades of paint & 15% by
your own choose shades paint in the organization. Reference from others house choose shades
like 10%.

8. How was your experience during last time?

Experience No.
Very good 36
It was ok 48
Bad 11
Very bad 5

experience
60

50
48
40

36
30
experience

20

10
11

0 5
Very good It wasok Bad Very bad

ANALYSIS:

The above chart is show that which type of house at Rajkot.

The chart is show that most of people 36% very good experience during last time in the
organization 48% people it was ok 11% people like bad experience with organization not good
behavior and 5% very bad experience during last time.

9. Have you ever heard about wallpapers?

Yes 33
No 67
 wallpapers
80

70

60 67

50

40
wallpapers
30 33
20

10

0
yas no

ANALYSIS:

The above chart is show that which type of house at Rajkot.

The chart is show that most of 67% people ever heard about wallpapers not respondent in the
organization and 33% people ever heard about wallpapers respondent in the organization.

10. Are you planning to paint to paint your house?

Planning to paint No
Yes 60
No 40
 Planning to paint
70
60

50
60
40

40

Planning to paint
30

20

10

0
yas no

ANALYSIS:

The above chart is show that which type of house at Rajkot.

The chart is show that most of 60% people respondent like planning to paint your house and
40% people not respondent in the organization.

11. What service do you like to get when painting next time?
Service No.
Cooler selection by an expert 27
whole paint job done by trained professional painters 42
complete knowledge of paint products by an expert 36
wants to see real panel painted & get touch and feel element 23
all of the above 8

Service
Service
45
40
35
30
25
20
15
10
5
0

colour selection whole paint job complete wants to see all of

the above
by an expert done by trained knowledge of real panel
professional paint products painted & get
painters by an expert touch and feel
 element

ANALYSIS:

The above chart is show that which type of house at Rajkot.

The chart is show that most of 31% like to get when painting next time 26% of people
complete knowledge of paint product by an expert 20% of people color selection by an expert
17% wants to see real panel painted & get touch and feel element And 6% all of above to get
painting next time.

6. Results and findings

 People generally prater to use cement paint emulsion when panting their house.

 Majority to the respondents’ prefer Asian paints to paints their house followed by
Berger and Nerolac.

 Generally people Pinter to hire Andy laborer /painter buy the material them sellers

 Majority of respondents choose the shades of paints with the help of contractor.

 60%of respondents planning to paint their house in future, which shows that, the
market of Asian pints can be capered more .

 The factors of teaching the selection of pints in clues trained professionals(painters ),

knowledge of paints products and good color selection
 7. Conclusion & Suggestions SUGGESTION

The following suggestions are giving to the Asian paints that all are,

 More advertisement should be done in order to create the awareness

 More offer & scheme should be offered to the customers

 Promotional activities should be done

CONCLUSION

After the all the survey of the Asian paints. The all the product of the Asian paints are better
than offer. That is also said by the people opinion. The interior and exterior product is best in a
different-different quality. Asian paints quality is best them compare to the other.

In this practical study report is teach me a lot of things. In that the how can be survey done and
which method is suitable for survey that all are experience by me.

The advertisement of the Asian paints that should be a very effective it is benefited to the
company. The company can use a better media for aware about the Asian paints.

The promotional activities are done by the company it is nice but they give more offer &
scheme to the customer.
 8. LIMITATION OF RESEARCH

The followings are the limitation of the research.

 Sample size of 100 units may not be sufficient to draw the accurate
conclusion.

 The findings are based on the research in Rajkot city only and thus the
conclusion may not be true for other cities.

 There is a chance of error due to sampling procedure undertaken.

 Some important aspects affecting the consumer and preference of

consumer in terms.
 9. BIBLIOGRAPHY

 PAREEK P., (2016). a Study on Perception of End-Users towards Various Paint Brands In
Ahmedabad and North Gujarat. Elk Asia Pacific Journal
Of Marketing And Retail Management, 7(1) 1-15

 Sundaram Rajagopalan (2013), Changing Consumer Behaviour Patterns of Indian

Middle Class, http://www.iesingapore.gov.sg/wps/wcm/connect

 Mathur A. (2011). An Empirical Study of Quality of Paints: A Case Study of Impact of

Asian Paints on Customer Satisfaction in the City Of Jodhpur.
IJMT, 19(2).84-98

 Anurag (2007), “Consumer Behavior And Buying Decision Making”,

http://www.123eng.Com/Forum/Index.Php . (Retrieved On 16.02.2007)

 Indian Paint Company, waterproofing & home painting solutions. (2016).

Retrieved August 3, 2016, from http://www.asianpaints.com In-line
Citation: (“Indian paint company, waterproofing & home painting solutions,” 2016)

 Kotler, P. (1999). Marketing management: [analysis, planning, implementation,

and control]. United States: Pearson Education (US). Inline Citation: (Kotler, 1999)
Respected Sir/Madam,
I, Omakar Gosai, student of M.B.A from Marwadi Education Foundation’s Group of Institutions,
I am conducting survey on ‘’ A Study on Consumer Buying Behavior
towards Paint’ as a part of my curriculum. I request you to spare few minutes of your
valuable time to fill up this questionnaire. I ensure that information provided by you will be
kept confidential and used for academic purpose only.

________________________________________________________________

Name: _________________________________________________

Contact number: ___________________ Residence Area: _________________

Occupation: _____________________

1) What is the size of your House?

A. 1BHK
B. 2BHK
C. BHK
D. More than 3 BHK

2) What type of house do you own?

A. Flat
B. Tenamnet
C. Bungalow
D. Duplex

3) When did you paint your house last time?

A. Recently
B. More than 3 years
C. More than 5 years
D. Never (new construction)

4) What type of paint was used last time?

A. Cement paint (Snowcem etc..)
B. Distemper
C. emulsion
D. other(plz specify)

5) Which brand of paint did you use last time?

A. Barer
B. ICI/Dulux/akzo
C. Nerolac
D. Asian Paints
E. Other (Local etc.)

6) At last time did you give your give paint work to contractor which
material+Labour or with only labour?
A. Material +Labour
B. only labour

7) How did you choose shades of paint last time?

A. Shade cards given by shop
B. By your own
C. Reference from others house
D. Chosen as your contractor told

8) How was your experience during last time ?

A. Very good
B. it was ok
C. Bad
D. Very bad

9) Have you ever heard about wallpapers?

A. Yes
B. No

10) Are you planning to paint to paint your house?

A. Yes(specify time )
B. No

11) What service do you like to get when painting next time?
A. colour selection by an expert
B. whole paint job done by trained professional painters
C. complete knowledge of paint products by an expert
D. wants to see real panel painted &get touch and feel element all of the above