CONTENTS

CHAPTER CHAPTER NAME PAGE NO.

INTRODUCTION

 Introduction
 Need of the study
I 1-9
 Objectives of the study
 Scope of the study
 Research methodology
 Limitations of the study

INDUSTRY PROFILE &

II 10-22
COMPANY PROFILE

DATA ANALYSIS AND

III 23-32
INTERPRETATION

FINDINGS,

IV CONCLUSIONS & 33-35

SUGGESTIONS

QUESTIONNAIRE 36-37

BIBLIOGRAPHY 38
 CHAPTER-I

INTRODUCTION
 INTRODUCTION

Customer satisfaction, a business term, is a measure of how products and services

supplied by a company meet or surpass customer expectation. It is seen as a key
performance indicator within business and is part of the four of a Balanced Scorecard.

In a competitive marketplace where businesses compete for customers,

customer satisfaction is seen as a key differentiator and increasingly has become a key
element of business strategy.

It's a well known fact that no business can exist without customers. In the
business of Website design, it's important to work closely with your customers to
make sure the site or system you create for them is as close to their requirements as
you can manage. Because it's critical that you form a close working relationship with
your client, customer service is of vital importance.

Customer satisfaction is the most common form of market research in

business-to-business markets and is often connected to quality and production
measurement, rather than as straight marketing based research.

Before setting up a customer satisfaction programme, it is necessary to ensure

that the organisation has the will to actually make changes for improvement,
otherwise you will simply be annoying customers by taking their time to collect
information, then not doing anything with it.

MEASURING CUSTOMER SATISFACTION

When customers rate their satisfaction with an element of the company's

performance, say delivery, we need to recognize that customers will vary in how they
define good delivery: it could mean early delivery, on-time delivery, order
completeness, and so on, yet if the company had to spell out every element in detail,
customers would face a huge questionnaire. We must also recognize that two
customers can report being "highly satisfied" for different reasons. One way be easily
satisfied most of the time and the other might be hard to please but was pleased on
this occasion.

1
 Companies should also note that manager and salespersons can manipulate
their ratings on customer satisfaction. They can be especially nice to customers just
before the survey. They can be especially nice to exclude unhappy customers from
being included in the survey.

One danger is that customer know that the company will go out of its way
to please customers, some customers may want to express high dissatisfaction (even if
satisfied) in order to receive more concessions.

Ways to satisfy customers

1. Encourage face-to-face dealings

2. Respond to messages promptly & keep your customers informed

3. Be friendly and approachable

4. Have a clearly-defined customer service policy

5. Attention to detail

6. Anticipate your customer’s needs & go out of your way to help them out

7. Honors your promises

Consumer satisfaction can be measured using survey techniques and

questionnaires. Questions typically include an element of emotional satisfaction
coupled with an element of behavioral satisfaction, or loyalty to a particular product
or service.

Customer satisfaction, a term frequently used in marketing, is a measure of

how products and services supplied by a company meet or surpass customer
expectation. Customer satisfaction is defined as "the number of customers, or
percentage of total customers, whose reported experience with a firm, its products, or
its services (ratings) exceeds specified satisfaction goals."

2
 It is seen as a key performance indicator within business and is often part of a
Balanced Scorecard. In a competitive marketplace where businesses compete for
customers, customer satisfaction is seen as a key differentiator and increasingly has
become a key element of business strategy.

Within organizations, customer satisfaction ratings can have powerful effects.

They focus employees on the importance of fulfilling customers’ expectations.

Furthermore, when these ratings dip, they warn of problems that can affect
sales and profitability. These metrics quantify an important dynamic. When a brand
has loyal customers, it gains positive word-of-mouth marketing, which is both free
and highly effective."

Therefore, it is essential for businesses to effectively manage customer

satisfaction. To be able do this, firms need reliable and representative measures of
satisfaction.

"In researching satisfaction, firms generally ask customers whether their

product or service has met or exceeded expectations. Thus, expectations are a key
factor behind satisfaction. When customers have high expectations and the reality
falls short, they will be disappointed and will likely rate their experience as less than
satisfying. For this reason, a luxury resort, for example, might receive a lower
satisfaction rating than a budget motel-even though its facilities and service would be
deemed superior in 'absolute' terms."

The importance of customer satisfaction diminishes when a firm has increased

bargaining power. For example, cell phone plan providers, such as AT&T and
Verizon, participate in an industry that is an oligopoly, where only a few suppliers of
a certain product or service exist. As such, many cell phone plan contracts have a lot
of fine print with provisions that they would never get away if there were, say, a
hundred cell phone plan providers, because customer satisfaction would be way too
low, and customers would easily have the option of leaving for a better contract offer.

There is a substantial body of empirical literature that establishes the benefits

of customer satisfaction for firms.

3
NEED OF THE STUDY

It is buyer’s market. Customer is an important person to the organization. We

have to fulfill the requirements of customer to survive in the global competitive
environment. The needs and demands of customers are constantly changing. So,
suppliers / organizations have to dance to the tune of customer. In this regard, the
organization must equip to demonstrate its power. The following information would
help the leaders or managers to understand the magnitude of customer satisfaction.

This present study of customer satisfaction is done in Asian paints at

Karimnagar. Customer satisfaction is a very good study. By this, we can know the
Quality and Product range in Asian paints. By the study of customer satisfaction, we
can know the opinions of customers regarding the products of Asian paints.

We can also know the products offered by the Asian paints.

4
OBJECTIVES OF STUDY

1. To know the satisfaction level of customers with the products of Asian paints.

2. To know the customer perception towards the services of Asian paints.

3. To know the opinion on quality and product range in Asian paints.

4. To know the promotional activities implemented by Asian paints.

5. To bring awareness to the customers regarding the Asian paints.

6. To know the preference of customers regarding the products.

7. To know the opinion of customers on price rates in Asian paints.

5
SCOPE OF THE STUDY

The scope is very limited because attitude of the people change according to the time.
It is restricted to Karimnagar and that to among 120 respondents. It is conducted for
45 days and restricted to certain area.

6
RESEARCH METHODOLOGY

Research is the plan structure & strategy for investigation conceived to answer to
research question & control variance. It is the overall operation pattern to framework
of project that stipulated the information to be collected from which sources by word
procedure. What are the two possible sources of data for securing in the above
mentioned information in the primary & secondary data.

SOURCES OF DATA:

Information required for the project is mainly primary data. The information
was collected by sample survey method with the help of questionnaire by meeting
various customers of Asian paints.

Secondary data is collected form the company journals, magazines, broachers

& websites.

Sample design:

The sampling unit was confined to consumers of the product i.e. Asian paints
to know there satisfaction level regarding performance of the company.

Sample universe:

The survey was done in Karimnagar only according to my convenience.

Sample frame/unit:

Sample frame for professionals, business people, employees etc, who are
using Asian paints.

Sample size:

The total sample size is 120 only.

Sample technique:

7
The information is planned to be collected by sample method, the sample method
followed is random sampling method. The sampling method is simple random
sampling.

Analytical Method: simple percentage method is used for the analysis purpose.

Data collection:

The information is collected through questionnaires and personal interviews. And the
information of customers is known by company’s service sheet and the free service
sheet.

A Direct structure questionnaire has been asked to all the respondents in the
sample followed by direct personal interviews. Duration of study is 45 days.

Descriptive Studies:

In descriptive studies, when the researcher is interested in knowing the characteristics

of certain groups such as age. Sex, educational level occupation of income, a
descriptive study is necessary. Descriptive studies are well structured. It is therefore,
necessary that the researcher gives sufficient thought to framing research questions
and deciding the types of data to he collected and the procedure to be used for this
purpose. The objective of such a study is to answer the “who, what and how” of the
subject under investigation.

8
LIMITATION OF THE STUDY

1. The present research is restricted to Karimnagar only.

2. The sample size taken is only 120 and as such is very small as compared to
the universe, this is due to the constraints of time and effort, and as such
may not be enough to generalize to the entire population, however it is
presumed that the sample represents the universe.

3. Respondents might have responded with the actual feelings of facts while
giving responses to the questionnaire.

4. Time being a limiting factor was not sufficient to gather opinions from
majority of the respondents, who form part of the universal sample.

5. While every care as been taken to eliminate perceptual bias from the side
of the researcher and the respondents however certain element of bias
might have set in to the research in adverantly.

9
 CHAPTER-II

INDUSTRY PROFILE &

COMPANY PROFILE
 INDIAN PAINT MARKET

In India, Paint industry’s total market size is US$1400 million. The organized
sector of the industry is 55%. The 45% unorganized sector has about 2500 units. The
big players and their market share-value of the organized sector are

Asian Paints 37%

Goodlass Nerolac 15.9%

Berger Paints 13.8%

ICI 11%

Jenson & Nicholson 5.7%

Shalimar 4%

Others 12%

The market segment is divided into two sectors.

Architectural 70%

Industrial 30%

The total volume of the market is 600,000 MT

ASIAN PAINTS

Asian Paints Limited(APL) is the market leader in the Indian paint industry,
commanding a market share of 38 per cent in decorative paints and 33 per cent overall
in the organised sector. Its annual sales turnover exceeds Rs. 1,300 crore, way ahead
of all the competitors in the industry. In profits too, Asian Paints is far ahead. Asian
paints market leadership in the decorative paints segments can be grasped correctly
when we take note of the relative position of the various players in the industry.
Whereas Asian Paints has a market share of 38 per cent, its nearest rival, Goodlass
Nerolac, commands a share of just 14 per cent. All others have only less than 10 per
cent. Such an achievement by a company that is wholly Indian in capital, management
10
and technology and in an industry historically dominated by multinationals is
certainly a commendable feat

Some of the key initiatives undertaken are:

* Initiatives in manufacturing to reduce losses at factory

* Sourcing efficiencies

* Sweat existing assets for better productivity

* Introduction of new technology to drive efficiencies and increase productivity

* Implementation of a new supply chain solution

* Implementation of an ERP solution

Background

Asian Paints Limited was established in 1942 as a partnership firm by four friends
Champaklal H. Choksey, Chimanlal N. Choksi, Suryakant C. Dani and Arvind
R.Vakil to manufacture paints in a garage in Mumbai (Bombay). From its humble
beginnings, the company has moved on to become the largest paints company in India
with a market share of 30 per cent.The company with a turnover of US$ 535 million
on standalone basis and US$ 640 million on consolidated basis (including turnover of
all its subsidiaries) is one of the top ten decorative paints companies in the world. Its
reach and dominance in the Indian market can be gauged from the fact that it is more
than twice the size of its neares competitor in India and it has been the market leader
in paints industry in India since 1968.The company operates in 22 countries and has
29 paint manufacturing plants in the world which service consumers in over 65
countries.The company operates around the world on its own and also through its

11
three subsidiaries Berger International Limited,Apco Coatings and SCIB
Chemicals.The company aims to become one of the top five decorative paint
companies in the world and has embarked on an aggressive strategy of expanding its
global operations. The promoters hold the majority stake in the company (46.8 per
cent of the equity stake).The next largest shareholders are the foreign institutional
investors (19.5 per cent stake), followed by Indian public (16.5 per cent stake).
Domestic banks, financial Institutions, mutual funds and insurance companies hold
13.4 per cent stake. Corporate bodies and non-resident Indians hold the remaining
stake.

ASIAN PAINTS PRODUCTS

Asian Paints is engaged in manufacturing of paints. The company offers interior and
exterior wall paints, automotive paints, powder coatings, auto refinish paints, and
wood finishes. It operates in 22 countries and has 29 paint manufacturing facilities in
the world servicing consumers in over 65 countries. It is headquartered in Mumbai,
India and employs 3,924 people

1) Interior Wall Paints

2) Exterior Wall Paints
3) Wood & Metal Paints
4) Wood Finishes
5) Ancilliaries

VISION

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

MISSION

To provide paints as per market demand, ensuring desired level and quality of
customer (dealer) service, continued availability of the right product mix of right
quality at the right time.

12
CORE VALUES

• Commitment and Integrity in dealing with internal and external customers

• A strong belief in individual ability and creating an environment in which

entrepreneurial spirit is encouraged

• Ownership and Responsibility

• To continuously Rejuvenate every living and working space of people and

bring joy to their lives

CORE PURPOSE

• To continuously rejuvenate every living and working space of people and

bring joy to their lives

Major corporate events (Milestone)

Year Events

1942 Champaklal H Choksey, Chimanlal N Choksi, Suryakant C Dani and Arvind

R Vakil establish a paint manufacturing unit in a garage on Foras Road,
Bombay. They name the company The Asian Oil & Paint Company

1945 Asian Paints uses an innovative marketing strategy of using small packs

1957 The family-owned company becomes a professionally managed organisation

1967 Asian Paints emerges as India's leading paint company

2002 Asian Paints restructures and adopts enterprise resource planning technology

2005 Asian Paints becomes the tenth largest decorative paint company in the world

13
Nath Balakrishnan

`The paint industry in India still has a lot to do to promote usage, which by itself is a
huge opportunity.'

Asian Paints is a household name in the domestic paints industry. Now, with
operations in 23 countries across the world, its business is acquiring a global
dimension. In a freewheeling interview with Business Line, Mr Ashwin Dani, Vice-
Chairman and Managing Director of

APL’s whole business operation can be divided into two segments i.e. Paints and
Chemicals.

14
Asian Paints (AP) shares his outlook on the company's prospects, how various
categories within the paints segment fared, the role of marketing initiatives, such as
the installation of tinting machines, and, finally, about AP's acquisition-led expansion
strategy. Mr Dani's views on developments on the acquisition front will be published
next week.

15
Demand for paints comes from two broad categories:

Decoratives:

Decorative paint's market size stands at around Rs 32.5 Bn. Asian paints is this
market leader in this segment

Under this segment it offers Painting Guide, Painting Solution, Paint Calculator and
Paint Selector as value added decorative service.

16
Industrial:

Asian Paints offers 4 types of industrial coatings such as :

 Protective Coatings - protects steel and concrete structures from the corrosive
action of harsh climates, pollution, sea spray, acids, oils and solvents.

 Road Markings – are used as road markers for lane as indicator of lane
separation and also as safety markers. They include ordinary road marking paint,
hot applied retro-reflective thermoplastic material and retro-reflective water borne
paints.

 Powder Coatings – is used to enhance the performance of Industrial paints.

 Floor Coatings – such paints protects the floor surface and prevents crack
formation, insect nest formation, water seepage etc

The paints sector is raw material intensive, with over 300 raw materials (30% petrol-
based derivatives) involved in the manufacturing process. Since most of the raw

17
 materials are petroleum based (ex: Titanium Dioxide), the industry benefits from
softening crude prices.

COMPANY DECORATI INDUSTRIA OVERALL ESTIMATED

VE L
PAINT
REVENUES

Asian Paints 38% 14%-16% 32.5% Rs. 6,980 MM

Goodlass Nerolac 7.8% 40% 17.5% Rs. 3,750 MM

Berger Paints *14% *14% 14.0% Rs. 3,007 MM

ICI India Ltd. 8%-9% 12% 10.5% Rs. 2,254 MM

Jenson and Nicholson *6.9% *6.9% 6.9% Rs 1,482 MM

Growth Rate 8-9% 18% 11%

Total (Rs.) 15,033 MM 6,442 MM 21,476 MM

 Since these companies strive to match their product sales to the market (i.e. 70% :
30%) they maintain similar market share in each segment

PRODUCT RANGE

 Asian Paints Premium Emulsion

 Asian Paints Interior Wall Finish Lustre
 Asian Paints Ace Exterior Emulsion
 Asian Paints Apcolite Clear Synthetic Varnish
 Asian Paints Touchwood
 Asian Paints Utsav Enamel

18
  APEX ULTIMA
 With 7 year warranty

 South Asia: ASIAN PAINTS

 South East Asia: BERGER INTERNATIONAL

 South Pacific : SCIB PAINTS

 Middle East : APCO COATINGS

 Caribbean region : TAUBMANS

Distribution network

Channel structure, members and their selection

Channel structure ASIAN PAINTS is all over India. The channel structure is very
simple and effective. Complications are kept out in order to make the overall process
very effective and efficient.

 20,000 Dealers all over India

 1,000 Dealers in New Delhi alone

 14 products, 1200 shades

 Depots in Delhi : Badarpur, Mayapuri, Wazirgunj, Mandori

Asian Paints, the market leader in the architectural segment, has over 14 product
offering over 1,200 shades in package sizes ranging between 1 liter to 20 liters.

Logistics required to ensure that each of the company’s dealers has just
adequate stock of each shade of each product range, in each size. This calls for
immense accuracy in demand forecasting and an excellent network.

However, the advent of tinting machines has considerably eased the distribution
blues. With this technology, a paint company only needs to provide the dealer with
certain base colors, tinting machines (which include a dispenser, shaker and a

19
computer), colorants or strainers, and a color card. The consumer chooses a particular
shade from the card. The dealer puts the code of the shade in the computer and the
computer programme finds the exact formula for the corresponding color.

TINTING MACHINE

Dealers’ Tinting Machines (DTS)

1. Powerful marketing tool

2. Making major investment. Already invested Rs. 92-100 crore

Trying that these machines are directly purchased by dealers .The programme ensures
that the required stainer gets added to the base paint in the required quantity and the
new paint comes pouring out of the tinting machine in the shade chosen by the
customer

CHANNEL STRUCTURE

SELECTION OF DEALER

Asian Paints follows a strict policy in selection of the dealers:

20
1) The dealer should have a sound financial background.

2) The dealers’ current business goodwill, measured in terms of dealer goodwill

which covers areas such as infrastructure, manpower etc. and individual goodwill

3) The dealer should have his own infrastructure and logistics, since he is completely
responsible for the inventory and transportation of the goods to the shop from his
warehouse

Responsibilities and Functions of the dealers

ASIAN PAINTS believes in “Customer Loyalty” and thus asian paints expects that
their dealers apart from selling paint products should perform the following functions
for better customer relations’ management:

 Sales promotion through regular promotional schemes, road shows, campaigns

etc. Recruitment- done under the guidance of certain asian paint officers.

 Customer relation management

 ervicing according to the size of orders

 Training and development of manpower with company assistance

The dealer should be in regular touch with the customer, keep taking his feedback and
ensure maximum customer satisfaction. The dealer should also try and convince the
customer to try newer products of the company.

PAYMENT MODES

Cheque is the only acceptable way of payment

21
 Margins/Discounts

The dealers collect their margins at the time of sale of the product. Margin/discounts
is rovided by the company between 3.5% to 5%

FEEDBACK FROM CUSTOMERS

Customer feedback is obtained not only after servicing as mentioned earlier, but post
sales too. There are 2 types of feedback forms customers can fill:

 A feedback to company through questionnaires and cards

 Direct feedback to the sales people.

All these feedback cards are sent to the corporate office of the company where the
required action is taken.

22
 CHAPTER - III
DATA ANALYSIS & INTERPRETATION
1. Do you use paints?

S. No Opinion No. Of Respondents Percentage Of Respondents

1 Yes 120 100%

2 No 0 0%

TOTAL 120 100%

120%
100%
100%
Percentage of respondents

80%

60%
Percentage Of Re-
40% spondents

20%
0%
0%
Yes No
Opinion

INTERPRETATION

The above graph shows that 100% of respondents use the paints.

23
2. Have you heard of Asian paints?

S. No Opinion No. Of Respondents Percentage Of Respondents

1 Yes 115 95.83%

2 No 5 4.16%

TOTAL 120 100%

120.00%

100.00% 95.83%
Percentage of respondents

80.00%

60.00%
Percentage Of Re-
40.00% spondents

20.00%
4.16%
0.00%
Yes No
Opinion

INTERPRETATION

The above graph shows that

 95.83% of respondents heard about the Asian paints

 4.16% of respondents unheard about the Asian paints

24
3. Have you ever tried Asian paints?

S. No Opinion No. Of Respondents Percentage Of Respondents

1 Yes 112 93.33%

2 No 8 6.67%

TOTAL 120 100%

100.00% 93.33%
90.00%
80.00%
Percentage of respondents

70.00%
60.00%
50.00%
40.00% Percentage Of Re-
spondents
30.00%
20.00%
10.00% 6.67%
0.00%
Yes No
Opinion

INTERPRETATION

The above graph shows that

 93.33% of respondents tried the Asian paints.

 6.67% of respondents are not tried the Asian paints.

25
4. Which color does you like the most?

S. No Opinion No. Of Respondents Percentage Of Respondents

1 Green 25 20.83%

2 Red 65 54.17%

3 Black 15 12.5%

4 Other color 15 12.5%

TOTAL 120 100%

Percentage Of Respondents
60.00%
54.17%
50.00%

40.00%
Percentage Of Re-
spondents
30.00%
20.83%
20.00%
12.50% 12.50%
10.00%

0.00%
Green Red Black Other color

INTERPRETATION

The above graph shows that

 54.17% of respondents like the red color mostly.

 20.83% of respondents like the green mostly.
 12.50% of respondents like the black color mostly.
 12.50% of respondents prefer the other colors.

26
5. How many times you prefer painting in a year?

S. No Opinion No. Of Respondents Percentage Of Respondents

1 Once 58 48.33%

2 Twice 39 32.5%

3 Thrice 23 19.17%

TOTAL 120 100%

Percentage Of Respondents
60.00%

50.00% 48.33%
Percentage of respondents

40.00%
32.50%
30.00% Percentage Of Re-
spondents
19.17%
20.00%

10.00%

0.00%
Once Twice Thrice
Opinion

INTERPRETATION

The above graph shows that

 48.33% of customers paint their house once in a year.

 32.50% of respondents paint their house twice in a year.
 19.17% of respondents paint their house thrice in a year.

27
6. Overall how you are satisfied with Asian paints?

S. No Opinion No. Of Respondents Percentage Of Respondents

1 Very satisfied 78 65%

2 Somewhat 41 34.16%
satisfied
3 Unsatisfied 1 0.83%

TOTAL 120 100%

70% 65.00%
60%
50%
Percentage of respondents

40% 34.16%
30%
20%
10%
0.83% Percentage Of Re-
0% spondents
ed ed ed
tisfi tisfi tisfi
a sa sa
r ys at Un
Ve ew
h
m
So

Opinion

INTERPRETATION

The above graph shows that

 65% of respondents are very satisfied with the Asian paints.

 34.16% of respondents are somewhat satisfied with the Asian paints.
 0.83% of respondents are unsatisfied with the Asian paints.

28
7. What do you like about Asian paints?

S. No Opinion No. Of Respondents Percentage Of Respondents

1 Color 35 29.16%

2 Variety 12 10%

3 Quality 22 18.33%

4 Price 27 22.5%

5 Quantity 8 6.67%

6 Packaging 16 13.33%

TOTAL 120 100%

Percentage Of Respondents
35.00%
29%
Percentage of respondents

30.00%
25.00% 23%
20.00% 18%
15.00% 13%
10%
10.00% 7%
5.00%
0.00%
Color Variety Quality Price Quantity Packaging
Opinion

Percentage Of Respondents

INTERPRETATION

The above graph shows that

 29.16% of respondents like the color in Asian paints.

 22.50% of respondents like the price in Asian paints.
 18.33% of respondents like the quality in Asian paints.
 13.33% of respondents like the packaging in Asian paints.
 10% of respondents like the variety in Asian paints.
 6.67% of respondents like the quantity in Asian paints.

29
8. How did you know Asian paints?

S. No Opinion No. Of Percentage Of

Respondents Respondents
1 Advertising- T.V 51 42.5%

2 Newspaper 27 22.5%

3 Radio 8 6.67%

4 Friends/ other 10 8.33%

5 Saw it in store 24 20%

TOTAL 120 100%

Percentage Of Respondents
45.00% 42.50%
Percentage of respondents

40.00%
35.00%
30.00%
25.00% 22.50%
20.00%
20.00%
15.00%
10.00% 6.67% 8.33%
5.00%
0.00%
Advertising- Newspaper Radio Friends/ Saw it in
T.V other store
Opinion

Percentage Of Respondents

INTERPRETATION

The above graph shows that

 42.50% of respondents know about the Asian paints through TV advertising.

 22.50% of respondents know about the Asian paints through newspaper.
 20% of respondents saw the Asian paints in stores.
 8.33% of respondents know about the Asian paints through friends and others.
 6.67% of respondents know about the Asian paints through Radio.

30
9. Before switching on to Asian which paint did you prefer?

S. No Opinion No. Of Respondents Percentage Of Respondents

1 Nerolac 78 65%

2 Asian paints 29 24.17%

3 Nippon paints 13 10.83%

TOTAL 120 100%

Percentage Of Respondents
70% 65.00%
60%
Percentage of respondents

50%
40%
Percentage Of Re-
30% 24.17% spondents
20%
10.83%
10%
0%
Nerolac Asian paints Nippon paints
Opinion

INTERPRETATION

The above graph shows that

 65% of respondents used the Nerolac paint before switching to Asian.

 24.17% of respondents used Asian paints before switching to Asian.
 10.83% of respondents used the Nippon paint before switching to Asian.

31
10. Have you seen Asian paints advertisement?

S. No Opinion No. Of Respondents Percentage Of Respondents

1 Yes 119 99.17%

2 No 1 0.83%

TOTAL 120 100%

Percentage Of Respondents
120.00%
Percentage of respondents

99.17%
100.00%
80.00%
60.00%
40.00%
20.00%
0.83%
0.00%
Yes No
Opinion

Percentage Of Respondents

INTERPRETATION

The above graph shows that

 99.17% of respondents seen the Asian paints advertisements

 0.83% of respondents unseen the Asian paints advertisements

32
 CHAPTER-IV

FINDINGS, CONCLUSIONS

& SUGGESTIONS
 FINDINGS

1. 95.83% of customers heard about the Asian paints

2. 93.33% of customers tried the Asian paints.
3. 54.17% of customers like the red color mostly.
1. 48.33% of customers paint their house once a year.
4. 65% of customers are very satisfied with the Asian paints.
5. 29.16% of customers like the color in Asian paints.
6. 42.50% of customers know about the Asian paints through TV advertising.
7. 65% of customers used the Nerolac paint before switching to Asian.
8. 99.17% of customers seen the Asian paints advertisements

33
 CONCLUSIONS

1. Customers like the red color mostly.

2. Customers paint their house once in a year.
3. Many no. of customers are very satisfied with the Asian paints.
4. Customers like the color in Asian paints.
5. Customers know about the Asian paints through TV advertising.
6. Most of the customers used the Nerolac paint before switching to Asian.
7. Customers saw the Asian paints advertisements.
8. Most of customers think that Asian paints advertising is effective.

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 SUGGESTIONS

 Asian paints should try to capture the urban as well as remote area market.

 To get more market share the company needs qualitative products with
innovation styles and aggressive market activities to create awareness
among public regarding their products.

 To make their products technically round they need more technology

advancement but with reasonable price.

 Regarding the advertising the organization doesn’t have enough

advertising on the print media.

 The company has to provide the more and more facilities to their
customers at their customer doorstep by increasing their dealers net.

 Asian paints should reorganize their all strength and try to increase their
customer share and also try to give tuff time to their competitors.

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QUESTIONNAIRE
 QUESTIONNAIRE

Name:

Age :

Signature:

Q1. Do you use paints? ( )

 Yes  No

Q2. Have you heard of Asian paints? ( )

 Yes  No

Q3. Have you ever tried Asian paints? ( )

 Yes  No

Q4. Which color does you like the most? ( )

 Green  Red

 Black  Other color

Q5. How many times you prefer painting in a year? ( )

 Once  Twice

 Thrice

Q6. Overall how you are satisfied with Asian paints? ( )

 Very satisfied  Somewhat satisfied

 Unsatisfied

Q7. What do you like about Asian paints? ( )

 Color  Variety

 Quality  Price

 Quantity  Packaging

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Q8. How did you know Asian paints? ( )

 Advertising- T.V  Newspaper

 Radio  Friends/ other

 Saw it in store

Q9. Before switching on to Asian which paint did you prefer ( )

 Nerolac  Asian paints

 Nippon paints  Pringles

 Haldiram Namkeens

Q10. Have you seen Asian paints advertisement? ( )

Yes  No

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BIBLIOGRAPHY
 BIBLIOGRAPHY

REFERENCE OF BOOKS:

Concepts of Marketing:

 Kotler Philip, Marketing Management, 11th edition, Prentice hall of India Pvt.
Ltd.

 Ramaswamy And Namakumari, Marketing Management, 3rd Edition,

Macmillan India;Ltd

 Kotler Philip & Armstrong, Principles of Marketing, 9th Edition, Pearson

Education Pvt.Ltd.

 G.C.Beri, Marketing Research 3rd edition, Me Milan India Ltd.

 C.R. Kothari- Research Methodology

WEBSITES

 www.Asianpaints.com/
 en.wikipedia.org/wiki/Asian_Paints_India

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