A STUDY ON CONSUMER BUYING BEHAVIOUR OF ASIAN PAINT WITH REFERENCE TO

COMBATORE
CHAPTER I
INTRODUCTION

INTRODUCTION OF ASIAN PAINT:

Asian paints limited was established on February 1,1942 and today stands as India's largest and Asia's
third largest paint company. Asian paints operate in 17 countries and has 25 paint manufacturing facilities
in the world servicing consumers in over 65 countries. Asian paints Ltd is an Indian multinational paint
company, headquartered in Mumbai, Maharashtra, India. The company manufactures paints in the
category of decorative, automotive and industrial segment. Apart from these the company also
manufactures various accessories like, wall primer, wood primer, putty and Stainer's etc. Driven by its
strong consumer-focus and innovative spirit, the company has been the market leader in paints since
1967. Besides Asian Paints, the paints group operates around the world through its subsidiaries Berger
international, Apco coating, SCIB paints and Taubman's, Berger international, SCIB paints-Egypt, Asian
paints Apco coating and Taubman's. Asian paints operate in 5 regions across the world viz. south Asia,
south east Asia, south pacific, middle east and Caribbean region through the five corporate brands viz.
Asian paints, Berger international, Apco coating and Taubman's. In 10 markets, it operates through its
subsidiary, Berger international limited; in Egypt through SCIB paints; in 5 markets in the south pacific it
operates through Apco coating and in Fiji and Samoa it also operates through Taubman's. The company is
having its strategically located Indian plants at Bhandup (Maharashtra), kasna (Uttar Pradesh) and
Sriperumbudur (Tamil Nadu), Ankleshwar (Gujarat), Patancheru (Andhra Pradesh) and the newly built
plant at Rohtak (Haryana). Asian paints operate in 17 countries and has 25 paint manufacturing facilities
in the world servicing consumers in over 65 countries.

The company is having state-of-the-art supply chain system using cutting edge technology to integrate all
its plants, regional distribution center, outside processing center and branches in India. All the company's
paints plants in India, two chemical plants, 18 processing center 350 raw material and intermediate goods
suppliers, 140 packing material vendors, 6 regional distribution center, 72 depots are integrated. The
company is having a big and experienced R&D team which has successfully managed to develop high-
end exterior finished and wood finishes in-house, which was earlier imported into the company.

1.2 STATEMENT OF THE PROBLEM:

Finance is that the life blood of the business. The business wants monetary supports to hold out its
operations they have to procure funds and create optimum utilization of those funds. Each endeavour
needs finance. Finance is required to ascertain a business, to run it to modernize it, to expand or diversify
it. A firm will obtain growth and development solely by playing in an exceedingly higher approach
altogether the fields. If the performance isn‟t up to the satisfactory level, correct preventative measures
have to be compelled to be adopted within the sick or economical areas. The study has been undertaken to
analyse the financial performance of Asian Paints. Financial performance of each organization is created
to make sure sleek operating and increase profit and wealth. Each mercantilism tries to sustain itself and
grow in an exceedingly extremely competitive environment.
Consumer buying behaviour towards Asian paints" in attempt made to study the consumer preference for
Asian paints among consumer. These actions can play a great role in future market potentials of paint.
Hence the study seeks to analyze the reason for not picking up Asian paint and to find out the factor
influencing consumers by buying Asian paints. This study also analyzes the demand of Asian paints in
Coimbatore.
1.3 OBJECTIVES OF THE STUDY:
 To study the customer perception towards Asian paints.
 To analyze the factor influencing customer to choose Asian paints.
 To give suggestion and recommendation on the preference of the consumers towards
Asian paints.
 To know the buying behaviour of Asian paint.
 To know the services provided to customers in Asian paints.

1.4 RESEARCH METHODOLOGY:

RESEARCH:
Research is a process of systematic inquiry that entails collection of data; documentation of critical
information; and analysis and interpretation of that data/information, in accordance with suitable
methodologies set by specific professional fields and academic disciplines.

RESEARCH METHODOLOGY:
It is a way to systematically solve the research problem. It deals with various steps that were generally
adopted by studying the research problems. It is necessary for the researcher to know, not only the
research methods/techniques but also the methodology

Research Design:
According to Claire Selltiz, "a research design is the arrangement of condition for the collection and
analysis of date in a manner that aims to combine relevance to the research purpose with economy in
procedures". The present study is based on descriptive research design.
1.5 SCOPE OF THE STUDY:
The scope of study for Asian Paints can include various aspects such as their product range, market
presence, customer base, marketing strategies, financial performance, and sustainability initiatives. The
project under taken was to customer perception regarding consumer buying behaviour of Asian paint. Our
study was restricted to the area of Coimbatore and it includes the Asian paint products. The study gave
clear view regarding the factor influencing. The purchase decision like price, quality, packaging the
product. We look into the found different factor of Asian paints could improve upon those places.
Innovation and Research: Asian Paints invests in continuous research and development to introduce
new and innovative products in the market.
Global Expansion: Asian Paints has expanded its presence beyond India and has established a strong
foothold in various international markets.
Branding and Marketing: Asian Paints is known for its effective branding and marketing strategies,
which have helped establish it as a trusted and preferred brand among consumers.
Customer-centric Approach: Asian Paints focuses on understanding customer needs and preferences,
offering a wide range of products to cater to different segments and providing excellent customer service.
Sustainability Initiatives: Asian Paints is committed to sustainability and undertakes various initiatives
to reduce its environmental impact, promote responsible manufacturing, and contribute to the community.

1.6 TOOLS FOR ANALYSIS:

In the study of profitability analysis is based upon the following tools
When studying Asian Paints, some common tools of analysis include conducting market research,
analyzing financial statements, studying consumer behavior, and examining industry trends. These tools
help in understanding their market position, competitive advantage, and growth potential.

The tools used for the data analysis in the research are simple percentage.
SIMPLE PERCENTAGE:
Simple percentage refers to a special kind of ratio. These were used to describe relationship,they
reduce everything to a common base and there by allow meaningful comparisons to be made.
AREA OF STUDY:
The present study carried out among consumers in Asian paints in Coimbatore.

PERIOD OF STUDY:
The project work entitled "A study on consumer buying behaviour of Asian paints with reference to
Coimbatore was carried out for a period of four month from December 2022to March 2023.
1.6 LIMITATIONS OF THE STUDY:
 The survey is subjected to bias and prejudices so the respondents may not provide accurate
information.
 It was very difficult to do research in a stipulated time.
 the respondents did not give ana accurate response so the result gets deviated.
 Since the project has to completed within a short period of time the information collected
could be biased. The data is collected within the Coimbatore city.
 The current study is limited to one city only so future research can consider multiple cities
which can provide better outlook about factors determining purchase.
 The other important thing with respect to the current research is, its focus is primary so, it
cannot generalize this model and apply to other categories. So inclusion of more categories
can give a better range for the model.
 The major factors considered for the study include brand price, perceived quality, value
consciousness, product familiarity and store image.

1.7 Chapter Scheme

CHAPTER 1: The study deals with “A STUDY ON CONSUMER BUYING BEHAVIOUR OF
ASIAN PAINT WITH REFERENCE TO COMBATORE“Objectives Of Study, Scope Of Study,
Statement Of The Problem And Limitations Of Study”.
CHAPTER 2: The study deals with “REVIEW OF LITERATURE “

CHAPTER 3: The study deals with “INDUSTRY OVERVIEW”

CHAPTER 4: The study deals with “ANALYSIS AND INTERPRETATION”
CHAPTER 5: The study deals with “FINDING, SUGGESTION AND CONCLUSION”.