1

A STUDY ON CUSTOMER SATISFACTION WITH

REFERENCE TO

ASIAN PAINTS (MSV PAINTING SOLUTION )

SUBMITTED IN PARTIAL FULFILMENT OF THE

REQUIREMENTS OF BACHELOR OF BUSINESS

ADMINISTRATION DEGREE COURSE OF BANGALORE

UNIVERSITY

2017-2018

BY

DHANUSH N

(15VFC26020)

UNDER THE GUIDANCE OF

Ms.Divyashree S

Assistant Professor

New Horizon College

2

DECLARATION

I hereby declare that the project entitled “A STUDY ON CUSTOMER SATISFACTION

TOWARDS ASIAN PAINTS” submitted by me in partial fulfillment of the requirement for

the award of the degree of Bachelor of Business Administration, Bangalore University.

Is the original research work done by me under the guidance and supervision of .Assistant

Professor MsDivyashree S Professor of New Horizon College, Bangalore.

The findings and conclusions of this project are based on my study and experience, during

the tenure of my project at “ASIAN PAINTS”.

DATE: DHANUSH N

PLACE: BANGALORE 15VFC26020

3

GUIDE CERTIFICATE

This is to certify that the project report entitled “A STUDY ON CUSTOMER

SATISFACTION TOWARDS ASIAN PAINTS” submitted by Dhanush N(15VFC26020)

to Bangalore University for the award of Degree in Business Administration is an outcome of

genuine research work carried under my guidance and it has not been submitted for the award

of any other degree, diploma or prize.

Date: Ms. Divyashree S

Place: BANGALORE Asst Prof

4

PRINCIPAL CERTIFICATE

This is to certify that Dhanush N is a bonafide student of this college. The project work

entitled “A STUDY ON CUSTOMER SATISFACTION TOWARDS ASIAN PAINTS”

is a bonafide work carried out by Dhanush N in partial fulfillment of the requirements for the

award of degree in Business Administration of Bangalore University during the year 2017-

2018.

Date: Dr. R.Bodhisatvan

Place: BANGALORE

5

HOD CERTIFICATE

This is to certify that Dhanush N is a bonafide student of bachelor of business management.

the project work entitled “consumer satisfaction towards asian paints” is a bonafied work

carried out by Dhanush N in a partial fulfillment of the requirements for the award of degree

in business management of bangalore university during the year 2017-2018.It is certified that

all correction/suggestions have been incorporated in the project report and a copy is deposited

in the departmentlibrary. this project work has been approved as it satisfies the academic

requirements for the award of bachelors of business Administration degree.

Date: Ms.SowmyaJ

Place:BANGALORE

6

ACKNOWLDEGEMENT

I would take this opportunity to thank the company to have me there and help me to complete

the project

I would like to express my deep gratitude to the principal of New Horizon College Dr. R.

Bodhisatvan, for giving me an opportunity to do this project and thereby in the process.

I would also like to thank prof Sowmya (H.O.D – Management studies) for the support and

understanding giving to me during my project.

I would also like to extend my appreciation to Ms. Divyashreefor her guidance and support

given to me throughout my project.

Last but not least, I would like to thank all my friends for their support without which this

project would not be possible.

7

CHAPTER NO. CONTENTS PAGE NO.

1 INTRODUCTION 10-18

2 INDUSTRY AND COMPANY PROFILE 19-34

3 RESEARCH DESIGN 35-38

4 ANALYSIS AND INTREPRETATION 39-52

5 FINDING AND SUGGESTIONS 53-54

6 CONCLUSION 55

BIBLIOGRAPHY 56

APPENDICS AND ANNEXURE 57-60

8

TABLE NUMBER CONTENT PAGE NUMBER Table 1,Graph 1 Overall Satisfaction

Of The Products

Delivered By Asian

Paints

39

Table 2,Graph 2 Customers

Satisfaction Towards

Sales Representative

40

Table 3,Graph 3 Online Facilities

OfAsian Paints 41

Table 4,Graph 4 Pricing Satisfaction

Of The Customers 42

Table 5 ,Graph 5 Smell, Shine,

Texture, Colour

Satisfaction Among

Customers

43

Table 6,Graph 6 Paint Peeling Issues 44 Table 7,Graph 7 Paint Blistering 45 Table 8,Graph8 Yellowing Of The

Wall Colour 46

Table 9,Graph 9 Microbial Growth

On Walls 47

Table 10,Graph 10

Awareness About

Primers And

Decorative Paints

48

Table 11,Graph 11 Satisfaction Of

Makeover Ideas 49

Table 12,Graph12 Are The Television

Commercials

Misleading

50

Table 13,Graph13 Satisfaction From

After Sales Service

Sector

51

Table 14,Graph14 Preference For

Asian Paints Over

Other Paints

52

9

EXECUTIVESUMMARY

This study is undertaken to understand the significance of customer satisfaction and to search

an optimum design for an effective customer satisfaction survey, to track and measure the

customer satisfaction in relation to Asian Paints as a product, to know the requirements of the

customer satisfaction and to know the level of awareness of the Asian Paints.

Asian Paints is India's largest paint company and ranked among the top ten Decorative

coatings companies in the world with a turnover of INR 66.80 billion. Asian Paints along

with its subsidiaries have operations in 17 countries across the world with 23 paint

manufacturing facilities, servicing consumers in 65 countries through Berger International,

SCIB Paints – Egypt, Asian Paints, Apco Coatings and Taubmans.

While working towards enhancing customer experience the management at Asian Paints

looks at the bigger picture by being aware about environmental hazards. All manufacturing

plants and units are certified environmentally safe.

Asian Paints formulates, manufacture & sell the finest paints (the most suitable for each need

and giving good value for money to users) & provide the best possible service to its

customers characterized by Reliability & Responsiveness. The products provide surface

protection & good appearance for all consumers while being safe to apply, not harmful to

health and not adverse to the environment.

Customers - the very core of all the business activities. From the beginning, Asian Paints has

fostered a customer-centric approach to business. A simple but unbeatable concept of "going

where the customer is" drives all its retail strategies.

The study is basically confined to the limits study the expectations and satisfaction of users of

the Asian Paints. It extends the thoughts, like intensity of usage, preferences, Technology and

degree of satisfaction received by the users.

1. The information or data collected from the Respondents is Authentic.

2. The sample survey is restricted to Bangalore city.

10

CHAPTER – 1

INTRODUCTION

Introduction to Marketing

Definition of Marketing

The term marketing has changed and evolved over a period of time, today marketing is based

around providing continual benefits to the customer, these benefits will be provided and a

transactional exchange will take place.

The Chartered Institute of Marketing define marketing as 'The management process

responsible for identifying, anticipating and satisfying customer requirements

profitably'

If we look at this definition in more detail Marketing is a management responsibility and

should not be solely left to junior members of staff. Marketing requires co-ordination,

planning, implementation of campaigns and a competent manager(s) with the appropriate

skills to ensure success.

Marketing objectives, goals and targets have to be monitored and met, competitor strategies

analyzed, anticipated and exceeded. Through effective use of market and marketing research

an organization should be able to identify the needs and wants of the customer and try to

delivers benefits that will enhance or add to the customers lifestyle, while at the same time

ensuring that the satisfaction of these needs results in a healthy turnover for the organization.

Philip Kotler defines marketing as 'satisfying needs and wants through an exchange

process'

Within this exchange transaction customers will only exchange what they value (money) if

they feel that their needs are being fully satisfied; clearly the greater the benefit provided the

higher transactional value an organization can charge.

MARKET

The concept of exchange leads to the concept of a market. A market is the set of

actual and potential buyers of a product. These buyers share a particular need or want that can

be satisfied through exchange. Thus, the size of a market depends on the number of people

who exhibit the need, have resources to engage in exchange, and are willing to offer these

resources in exchange for what they want.

11

Originally the term market stood for the place where buyers and sellers gathered to

exchange their goods, such as village squares. Economics use the term market to refer to a

collection of buyers and sellers who transport in a particular product class, as in the housing

market or the grain market

MARKETING

Exchange processes involve work. Sellers must search for buyers, identify their needs,

design good products and services, set prices for them promote them, and store and deliver

them. Activities such as product development, research, communication, distribution, pricing,

and service are core marketing activities. Although we normally think of marketing as being

carried on by sellers, buyers also carry on marketing activities. Consumers do ‘marketing’

when they search for the goods they need a prices they can offered. Company purchasing

agents do ‘marketing’ when they track down sellers and bargain for good terms.

DEFINITION OF MARKETING

PHILIP KOTLER gives a very simple definition According to him. ‘Marketing is

human activity deserted at satisfied needs and wants through exchange processes’.

The definition lays stress on satisfaction. The word exchange implies the selling

aspects. But, more important point is that the goal of exchange is to satisfy the needs and

wants of the consumers. There are needs such as food clothing. Similarly, there are wants

such as the desire to make a show of one’s riches. The producers promote different producers

to the consumer to satisfy their needs and wants.

MARKETING MANAGEMENT

We define Marketing Management as the analysis, planning, implementation, and control

of programs designed to create, build, and maintain beneficial exchanges with target buyers

for the purpose of achieving organization objectives, Thus, marketing management involves

managing, demand, which in turn involves managing customer relationship.

MARKETING MIX

The set of controllable tactical marketing tools-product, price, place, and promotion-that the

firm blends to produce the response it wants in the target market.

Once the company has decided on its overall competitive marketing strategy, it is ready to

begin planning the details of the marketing mix. The marketing is one of the major concepts

12

in modern marketing. We define marketing as the set of controllable tactical marketing tools

that the firm blends to produce the response it wants in the target market. The marketing mix

consists of everything the firm can do it influence the demand for its product. The many

possibilities can be controlled into four groups of variables known as the ‘‘four p’s’’: product,

price, place, promotion.

Product means the “goods-and-service” combination the company offers to the target

market. The product is the first element of the marketing mix. A product is anything that can

be offered to a market for attention, acquisition, use or consumption that might satisfy a want

or need. Products include physical goods, services, person, places, organization and ideas.

Marketing oriented firms are able to modify their products to bring about the greatest benefit.

Designs, packaging, convenience and warranty are all components of the complete product.

The marketer may create or modify each of these product characteristics to assure the greatest

degree of satisfaction

Price is the amount of money customers have to pay to obtain the product. Another

element of the marketing mix is price, or the perceived value of the product. Product price

must be affordable for the targeted customer, yet affordability varies from buyer to buyer. An

important correspondent of a complete pricing program is the company’s policies regarding

payment of offering credit. Price is the only element of the marketing mix that produces

revenue that other elements produce costs. Price is also one of the most flexible elements

quickly unlike product features. At the same time pricing and pure competition are the

number one problems facing many marketing executives? Companies handle pricing and

variety of ways. It is by a separate dimension or may even be safety marketing or sales

people.

Place includes company activities that make the product available to target customers. It is

where and when satisfaction that consumers and users requires. It makes little difference how

attractive or functional the product might be if it is not available when needed. The company

must identify, recruit and like various middlemen and marketing facilitators so that its

products and services are efficiently supplied to the target market. It must understand the

various types of retailers, wholesalers and physical distribution firms and how they make

their decisions.

Promotion means activities that communicate the merits of the product and persuade

target customers to buy it. Promotion, the fourth marketing mix tool, stands for the various

activities the company undertake to communicate and promote its products to the target

market. The glamour and sheer volume of advertising make promotion mare evident than the

other elements. Promotion is the vehicle marketers use to inform, remind or persuade

potential buyers. This element of the marketing mix can be powerful and influenced force in

determining consumer preferences.

An effective marketing program blends all of the marketing mix elements into a co-

ordinate program designed to achieve the company’s marketing objectives by delivering

value to consumers. The marketing mix constitutes the company’s tactical tool to kit for

establishing the four Ps represent the seller’s view of the marketing tools available for

influencing buyers. From a consumer view point, each marketing tool is designed to deliver a

customer benefit. One marketing expert suggests that companies should view the four Ps in

terms of the customer’s four C’s:

1. Customer needs and wants.

2. Cost to the customer.

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3. Convenience.

4. Communication.

CUSTOMER SATISFACTION

“Customer Satisfaction, business term of how the products and the services

supplied by the company meet or surpass the customer expectation. It is the key

performance indicator within the business.” By, Berlin Asong

Customer satisfaction can greatly achieved by imparting Customer Relationship Management

(CRM) in the company.

All business firms have realized that marketing is a core element of management

philosophy and the key to its success lies in focusing more on the customer. That is, it will be

the customer who will decide where the firm is heading. Thus the challenge before the

marketer is to ensure that they satisfy every customer. Adam Smith in his, the wealth of

nations, has said “consumption is the sole end and purpose of all production and the interests

of the product ought to be attended to only so far as it may be necessary for promoting those

of the consumer”.

This quotation only reiterates that the purpose of production is consumption and one’s

own purpose will be served only if the consumer’s interests are attended to. Here then arises a

very vital question. How can a marketer ensure that his or her firm is able to respond to their

customer’s requirement quickly? The answer to this question lies in the quality of service it is

offering to its customers. This again will depend upon the customer expectations from the

product or service. No doubt the quality of the product or service will decide whether it

matches the consumer expectations or not, but the firm and market must make all efforts to

ensure that consumer satisfaction is achieved.

CUSTOMERISATION

Today consumer’s is looking out for money. The challenge before the marketing is to

identify what value would appeal and convince the consumer. Marketers are trying to

enhance the concept of value through unique delivery methods. They have realized that

product service characteristics, customer’s aspiration and perceptions and the availability of

competing alternatives can be used to enhance customer value.

But the focus and challenge before every firm is to rebuild itself around its customer.

It should be able to perceive, interpret, serve and satisfy the customer with the type of

products and services he or she desires and arm itself so as to gain a competitive edge of

CUSTOMERISATION.

14

CUSTOMERISATION refers to the process where in all the employees of the firm

are required to interact directly with the customer and end user. They can have access to

every person and function within the organization, be involved in designing and fine tuning

key products and processes, and turn every interaction with the customer into a plat form of

interactive communication-so as to add value and increase customer satisfaction.

CUSTOMERISATION will help a firm in:

Providing the quality of service to match the customer requirement

Help to focus on consumers’ needs so as to add value and offer benefits to the

customer.

To identify new customers, new market segments and new application for

existing products.

Work towards total customer satisfaction and maximum customer delight.

Today, a very powerful driver of any business is very similar to MURPHY’S first law of

business. “Every consumer has a choice”. I n India also the ranges of choices has gone much

beyond only competing players in the same service category to new competitive services

from different categories so as to satisfy the same need.

Of course, ‘changing consumer behavior by educating him’ may be a part of every

service provider’s plan to differentiate in the competitive environment. But unless the

customer is conceived about the benefits it will be a losing game. The customer spends more

time deciding what is good for him.

The Indian customer can no longer be taken for granted. He or She will no longer be

contented with average service. He is aware that he is being charged for every little odd job

and thus expects to quality treatment. Thus if he or she feels their wellbeing is not being taken

care of, he may look out for other options.

Since the nature of customer needs is different, the service markets exhibit certain

unique characteristics.

The nature of the product exhibits varying degrees of intangibility because

unlike a product, services can be considered to be a deed, a performance or an

effort.

The service may become perishable if remained unsold for a long time because

unlike product it cannot be stored for later consumption.

Here the production and consumption go hand in hand and are often

inseparable.

The firm or organization which provides the services retains ownership and

the consumer only has temporary access to it for instance, taking credit from

CITI bank or say renting a car from a “Car Rental Agency”.

Going by the conventional wisdom in the face of changes in the technology and

capital movement, increasing competition, every brand will represent a product or service.

15

Thus the only way a firm can differentiate its products or service is by offering added values

of an emotional or symbolic nature.

PHILIP KOTLER has given the definition of services. “Services”can be defined as any

activity or benefit that one party can offer to another to another that is essentially intangible

and does not result in the ownership of anything. Its production may or may not be tied to a

physical product”.

Marketing Management is the process in which we find Planning, Organizing, Controlling,

Directing and evaluating the efforts of the general masses with a common goal of satisfying

the consumer and maximizing the profits.

In a very precise form, the term marketing management is a process that penetrates the

production function for the personal or mutual gain satisfaction and welfare.

Main viewpoints of marketing management hint the following:

Analysis, Planning, Implementation and Control of programmers

Mutual or Personal gain

Achieving effective response

MARKETING CONCEPT

Marketing is everywhere. Formally or informally, people and organizations engage in a vast

number of activities that could be called Marketing. Good Marketing has become an

increasingly vital ingredient for business success. And Marketing profoundly affects our day-

to-day lives. It is embedded in everything we do – from the Products we wear, to the web

sites we click on, to the ads we see.

Marketing can be defined as a total system of interacting business activities designed to plan,

price, promote and distribute want satisfying products and services to present the potential

consumers.

There are 5 concepts which the organization use to conduct their marketing activities:

The Production concept

The Product concept

The Selling concept

The Marketing concept

The Social concept

Most Organizations make use of any or more of the first three concepts. The market is the

starting point for marketing concepts which focuses on customer needs, Co-ordinates all the

activities that will affect customer and produce profits through customer satisfaction.

16

It is now widely recognized that Marketing needs to command a central position in the

company’s activities

PRODUCTS

A product helps in satisfying human needs and wants. A product can be defined as ‘anything

that can be offered to satisfy a need or a want’. A product comprises of physical objects. Thus

physical products are vehicles that deliver services from producer to consumer- American

Marketing Association.

VALUE COST AND SATISFACTION

When a consumer wants to buy a product for satisfying his needs he assesses various

products and forms an estimate of the capacity of each product to satisfy his set of needs. The

guiding concept is consumer value. Therefore value is the consumer’s estimate of the

products over all capacity to satisfy his needs.

Cost is an important factor, which comes into picture when the consumer has made his

product depending upon which product satisfies his needs most. After choosing the ideal

product he has to determine whether the satisfaction he derives from the product is worth the

cost he pays.

The following definition is in this view:

“Marketing is the total system of interacting business activities designed to plan, price,

promote and distribute want satisfying products and services to present potential customer”.

William J Stanton.

MARKETS

A market consists of the entire potential customer sharing a particular need or want, who

might be willing to engage in exchange to satisfy the need or want. Thus the size of the

markets depends upon the number of persons who exhibit the need, have resources that

interest others, and are willing to offer these resources in exchange for what they want.

Originally the term market stood for the place where buyers and sellers gathered to exchange

their goods, such as village square.

The various types of markets are as follows: -

Need markets (such as the diet seeking market)

Products market (such as shoe market)

17

Demographic market (such as youth market)

Geographic market (such as French market) the other non-consumer markets is

voters market, labor markets and donor markets.

MARKET SEGMENTATION

The task of breaking the total market into segments that share common properties is market

segmentation. It is the process of identifying a group of consumers with similar needs and

producing a product that will meet those needs at a profit.

Market segmentation will facilitate the firm to identify and find out the additional benefit

desired by the people to pay benefits and source where they would like to buy it.

PREFACE

Marketing is the business function that identifies unfulfilled needs and wants, defines and

measures their magnitude, determines which target on appropriate products, service and

programs to serve these markets and calls everyone in the organization to think and serve the

customer. From a societal point of view marketing is the force that harness a nations

industrial capacity to meet the society’s national wants.

Marketing must not be seen narrowly as the task of finding clever ways to sell the company’s

product. Many people confuse marketing with some of its sub-functions such as advertising

and selling. Authentic marketing is not the art of selling what you make but know what to

make.

This is the art of identifying and understanding customer needs and creating solutions that

deliver satisfaction to the customers, profits to the producers, and benefits to the shareholders.

Marketing leadership is gained by creating customer satisfaction through product innovation.

Product quality and customer service. If these are absent no amount of advertising, sales

promotion or salesmanship can compensate it.

Marketing oriented thinking is a necessity in today’s competition. In many places there are

too many goods chasing too few customers. There are global gluts of many products. Some

companies are trying to expand the size of the market, but most are competing top enlarge

their share of the market. As a result, there are winners and losers, the losers are those who

bring nothing special to the market. We believe that if you cannot something special to the

market, you do not belong in it.

The winners are those who carefully analyze the needs, identify needs and create value filled

offers for target customer groups that competition cannot match and always satisfying

customers upon their needs.

18

CUSTOMER SATISFACTION

MARKETING AND CUSTOMER VALUE

Marketing involves satisfying customer’s needs and wants. The task of any business is to

deliver customer value at a profit. In a hyper competitive economy with increasingly rational

buyers faced with abundant choices, a company can win only by fine-tuning the value

delivery process and choosing, providing, and communicating superior value.

TOTAL CUSTOMER SATISFACTION

Whether the buyer is satisfied after purchase depends on the offer’s performance in relation to

the buyer’s expectations. In general, satisfaction is a person’s feelings of pleasure or

disappointed resulting from comparing a product perceived performance (or outcome) in

relation to his or her expectations. If the performance falls short of expectations, the customer

is dissatisfied. If the performance matches the expectations, the customer is satisfied. If the

performance exceeds expectations, the customer is highly satisfied or delighted.

CONSUMER BEHAVIOUR

The aim of marketing is to meet and satisfy target customer’s needs and wants better than

competitors.

Consumer Behavior is the study of how individuals, groups, and organizations select, buy,

use, and dispose of goods, services, ideas, or experiences to satisfy their needs and wants.

Studying consumers provides clues for improving or introducing products or services, setting

prices, devising channels, crafting messages, and developing other marketing activities.

Marketers are always looking for emerging trends that suggest new marketing opportunities.

19

CHAPTER – 2

INDUSTRY AND COMPANY PROFILE

INDUSTRYPROFILE

Asian Paints Limited

Type Public

Traded as BSE: 500820

NSE: ASIANPAINT

Industry Chemicals

Founded 1942

Founders Champaklal H. Choksey

Suryakant C. Dani

Arvind R. Vakil

Chimanlal N. Choksi

Headquarters Mumbai, Maharashtra, India

Area served Worldwide

Key people Ashwin Choksi (Non-Executive Chairman)

Ashwin Dani (Non-Executive Vice Chairman)

K. B. S. Anand (CEO & MD)

Abhay Vakil (Non-Executive Director)

Products Basic and industrial chemicals, decorative paints,

industrial (re)finishing products, coatings

Revenue ₹15,852 crore (US$2.4 billion) (2016)[1]

Operating income ₹2,808 crore (US$430 million) (2016)[1]

Net income ₹1,779 crore (US$270 million) (2016)[1]

Total assets ₹6,205 crore (US$950 million) (2016)[1]

Number of

employees

6,067 (2016)[1]

Website www.asianpaints.com

20

Asian Paintsis India’s largest paint company and ranks among the top ten decorative

coatings companies in the world today, with a turnover of Rs. 25.6 billion (around USD 585

million). The company has an enviable reputation in the corporate world for professionalism,

fast track growth, and building shareholders equity.

Asian Paints is one of the best paints manufacturing companies in the world. It operates in 22

countries and has 29 paint manufacturing facilities in the world, servicing consumers in over

65 countries.

Besides Asian Paints, the group operates the world through its subsidiaries Berger

International Limited, Apco coatings and SCIB chemicals and in Fiji and Samoa it also

operates through Taubmans.

INTRODUCTINGTHE ASIAN PAINTS GROUP

Asian paints is India’s largest paint company and Asia’s third largest paint company, with a

turnover of Rs 36.7 billion (around USD 851 million). The group has enviable reputation in

the corporate world for professionalism, fast track and building shareholder equity. Asian

paints operates in 20 countries and has 28 paint manufacturing facilities in the world

servicing consumers in over 65 countries.

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.

Asian paints is the only paint company in the world to receive this recognition.

In Nov 2005 and Nov 2007, Forbes ranked Asian Paints among the best under a Billion

companies in Asia.

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. 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.

Vertical integration has seen it diversify into products such a Phthalic Anhydride and

Pentaerythritol, which are used in the paint manufacturing process. Asian paints along with

PPG Inc., USA, one of the largest automotive coatings manufacturer in the world has begun a

50:50 joint venture, Asian PPG industries to service the increasing requirements of the Indian

Automotive coatings market.

21

Another wholly owned subsidiary, Asian Paints Industrial Coatings Limited has been set up

to cater to the powder coatings market which is one of the industrial coatings market.

This wholly owned subsidiary of Asian Paints has entered into a tie-up with Canada- based

Protech Chemicals which is one of the top ten powder coatings company.

COMPANY PROFILE

Asian Paints is India's largest paint company and ranked among the top ten Decorative

coatings companies in the world with a turnover of INR 66.80 billion. Asian Paints along

with its subsidiaries have operations in 17 countries across the world with 23 paint

manufacturing facilities, servicing consumers in 65 countries through Berger International,

SCIB Paints – Egypt, Asian Paints, Apco Coatings and Taubmans.

While working towards enhancing customer experience the management at Asian Paints

looks at the bigger picture by being aware about environmental hazards. All manufacturing

plants and units are certified environmentally safe.

Asian Paints formulates, manufacture & sell the finest paints (the most suitable for each need

and giving good value for money to users) & provide the best possible service to its

customers characterized by Reliability & Responsiveness. The products provide surface

protection & good appearance for all consumers while being safe to apply, not harmful to

health and not adverse to the environment.

Customers - the very core of all the business activities. From the beginning, Asian Paints has

fostered a customer-centric approach to business. A simple but unbeatable concept of "going

where the customer is" drives all its retail strategies.

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.

22

HISTORY

Asian Paints Limited was established way back on February 1, 1942 and today stands as

India’s largest and Asia’s third largest paint company. Asian Paints operates in 17 countries

and has 25 paint manufacturing facilities in the world servicing consumers in over 65

countries.

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 Stainers 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 group operates around the world through its subsidiaries Berger

International, Apco Coatings, SCIB Paints and Taubmans, Berger International, SCIB Paints–

Egypt, Asian Paints, Apco Coatings and Taubmans. Asian Paints operates 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, SCIB Paints, Apco

Coatings and Taubmans. 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 Coatings and in Fiji and Samoa it also operates through Taubmans.

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 operates 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 centers, outside processing centers

and branches in India. All the company’s paints plants in India, two chemical plants, 18

processing centers, 350 raw material and intermediate goods suppliers, 140 packing material

vendors, 6 regional distribution centers, 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 country. These products are currently marketed under Asian Paints Elastomeric Hi–

Stretch Exterior paint and Asian Paints PU wood finish respectively.

The company is having three subsidiaries viz, Apco Coatings – it is a subsidiary of Asian

Paints in the South Pacific islands. The company operates in Australia, Fiji, Tonga, Solomon

Islands and Vanuatu under the brand name of Apco Coatings.

The other subsidiary of the company is Asian Paints Industrial Coatings Limited which has

been set up to cater to the powder coatings market which is one of the fastest growing

segments in the industrial coatings market.

Berger International Limited in November 2002, became a part of the Asian Paints Group.

Today, the name of Berger is synonymous with quality and innovation. BIL has presence

across three regions viz. Middle East, Caribbean and South East Asia. Asian Paints

23

participates in the Industrial Coatings segment directly, through a 50:50 JV with PPG Inc. of

US as well as through a 100% subsidiary

On the recommendations of Booz, Allen and Hamilton, Asian Paints restructured itself into

Growth, Decorative and International business units and has adopted SCM and ERP

technology. Asian Paints aims to become the 5th largest decorative paint company in the

world.

Product range of the company includes:

Automotive Paints

Decorative Paints

Industrial Paints

Ancillaries – Range of ancillaries like primers, fillers stainers, and a lot more.

In Decorative paints, Asian Paints is present in all the four segments viz Interior Wall

Finishes, Exterior Wall Finishes, Enamels and Wood Finishes. It also introduced many

innovative concepts in the Indian paint industry like Color Worlds (Dealer Tinting Systems),

Home Solutions (painting solutions Service), Kids World (painting solutions for kid’s room),

Color Next (Prediction of Color Trends through in–depth research) and Royale Play Special

Effect Paints etc.

Milestones:

2014– Asian Paints (International) Ltd (APIL), a wholly–owned subsidiary of India’s largest

paints company Asian Paints Ltd, hiked its stake in Berger International Ltd (BIL), to around

96.7 per cent. Later BIL was delisted from the Singapore Exchange (SGX).

2011– Asian Paints' informs that two plants of the company's subsidiary, SCIB Chemicals

SAE, Egypt which were shut due to prolonged curfew have restarted the operations partially

with effect from February 06, 2011.

2010– Asian Paints announced the commencement of commercial production at its new paint

manufacturing facility in Rohtak, Haryana.

2008– The company performs BhoomiPooja at its proposed paint plant site at Rohtak in

Haryana.

2007– Asian Paints enter into a share purchase agreement for the sale of its stake in Asian

Paints Queensland.

2006– Asian Paint Consolidated Turnover Crosses Rs. 3000 crore.

24

2005– Four Asian Paints Plants Conferred With ‘Sword of Honor’ By the British Safety

Council.

2004– Asian Paints is the only Paint Company in the World to be awarded the Forbes Best

under a Billion companies in the world.

2003– Asian Paints (India) awarded the 9.2% stake after emerging the highest bidder at a bid

price of Rs 205 per share for a total value of Rs 77.09 crore.

2003– Berger International (BIL) the Singapore based subsidiary of Asian Paints, Asia s

fourth largest paint company, has entered into a technical consultancy and advice

arrangement with Berger Paints Pakistan Limited, the second largest paint company in

Pakistan.

1957 – 66– The family–owned company makes the transition to a professionally managed

organization. British company Balmer Lawrie rejects the products of a giant British paint

company in favor of Asian Paints. Asian Paints embarks on an ambitious grassroots

marketing campaign, partnering with thousands of dealers in small towns all over India.

1967 – Asian Paints emerges as India's leading paint company ahead of any international

competition.

1945 – Asian Paints touches a turnover of Rs. 3, 50,000, with an innovative marketing

strategy 'to reach consumers in the remotest corners of the country with small packs.' 1954 –

Asian Paints mascot, Gattu, the mischievous kid, is born.

1st February, 1942 – Armed with little knowledge and great determination, Champaklal H.

Choksey, Chimanlal N. Choksi, Suryakant C. Dani and Arvind R. Vakil get together to

manufacture paint in a garage on Foras Road, Bombay. They name their company 'The Asian

Oil & Paint Company', a name that they picked randomly from a telephone directory.

25

Achievements/ recognition:

Asian Paints was included in Forbes Magazine's – Asia's Fab 50 List of companies in 2011,

2012 and 2013.

Asian Paints was ranked 13th amongst the top paint companies in the world by Coatings

World – Top Companies Report 2013 (July 2013 Issue).

In March 2012, Asian Paints was presented the Asian Centre for Corporate Governance &

Sustainability Award for the Best Governed Company in 2011.

Mr. P M Murthy, the then MD & CEO, Asian Paints received the 'CEO of the Year' award

from Business Standard, one of India's leading business dailies (March 2011).

Asian Paints receives the Best Audit Committee Award from the Asian Centre for

Corporate Governance & Sustainability (Feb 2011)

Asian Paints is the 10th largest decorative paint company in the world.

Awarded the 'Sword of Honour' by the British Safety Council for all the paint plants in

India. This award is considered as the pinnacle of achievement in safety across the world.

Forbes Global magazine, USA ranked Asian Paints amongst the 200 'Best Small

Companies of the world' in 2002 and 2003 and amongst the top 200 'Under a Billion Firms'

of Asia in 2005.

Ranked 24th amongst the top paint companies in the world by Coatings World – Top

Companies Report 2006.

The Asset – one of Asia's leading financial magazine ranked Asian Paints amongst the

leading Indian companies in Corporate Governance in 2002 and 2005.

Received the Ernst & Young 'Entrepreneur of the Year – Manufacturing' award in 2003.

Rated Best Employer by BT–Hewitt survey, 2000 Bluest of the blue chips by Hindu

Business Line; Most admired company to work for by ET–BT survey, 2000

26

PLANTS OF ASIAN PAINTS INDIAN LTD

INDIAN PLANTS

Asian Paints Plant

Bhandup (Maharashtra)

27

Asian Paints Plant

Kasna (Uttar Pradesh)

28

Asian Paints Plant

Sriperumbudur

29

Asian Paints Plant

Rohtak, Haryana

30

Overseas plants

Berger International Plant

Jamaica

31

Berger International Plant

Singapore

32

Berger International Plant

Trinidad

33

Efforts taken by Asian Paints to improve their Customer

Satisfaction

A Customer Care Executive will record your requirement, interest in the

service and schedule an appointment for a site visit.

A Sales Associate will visit the home on the appointed date & time.

To understand painting requirements of customers.

To explain the various products and painting systems available and suggest

options given your need.

To conduct a thorough site evaluation to understand present condition of the

paintable area.

With the customer’s consent, he will get measurements done for the chosen

paintable area through a panel applicator assigned for the job.

To finalize the Painting Estimate as per the measurements, painting systems

chosen and the standard rate card.

The Sales Associate will introduce the customer to the Relationship Associate

who will be responsible for the execution of the job, and handover all points

discussed with customer so far, before start of the actual painting job.

The panel applicator assigned will initiate the job, with regular supervision by

the Relationship Associate.

The Relationship Associate will set a work schedule in consultation with the

applicator for the job and share with customer; this will provide the timeline

for the completion of the painting job, in a phase wise manner.

34

The RA will supervise and ensure that the quality of painting is as per

recommended guidelines and the painters are taking due care of things apart

from painting - e.g. Covering and masking of non-paintable surfaces, ensuring

a clean job, taking care of furniture and fixtures, etc.

The RA may also advice the customer on suggested shade choices, usage of

special themes.

After completion of painting the RA will ensure professional handover of the

site to customer post required cleaning.

Post completion - the invoice & warranty card with a validity of 1 year on

paint & application will be couriered to you.

An independent agency will contact the customer for confirming satisfaction

rating on different parameters.

During or after the painting process if there is any problem faced, customer

may get in touch with their customer care at 1800-209-5678 or mail the

company at customercare@asianpaints.com

35

CHAPTER – 3

RESEARCH DESIGN

TITLE OF THE STUDY

“A STUDY ON CONSUMER SATISFACTION TOWARDS ASIAN PAINTS”

STATEMENT OF THE PROBLEM

“CONSUMER SATISFACTION TOWARDS ASIAN PAINTS”. This particular topic is

chosen because consumer satisfaction plays a dominant role in determining the success of any

Industry. Some companies don’t provide offers and doesn’t satisfy the customers. The

customers not ready to buy. If those companies provide offers the customers ready to switch-

in any time. This type of satisfaction results in high satisfaction results in high customer

loyalty. It also increases the sales, profits and reputation of the company. The purpose of this

project is to know the consumers’ expectations and satisfaction when they want to buy from

Asian Paints

OBJECTIVES OF THE STUDY

To track and measure the customer satisfaction in relation to Asian Paints

To analyse the factors influencing customer satisfaction.

To find out the competitive strategies adopted by the competitors.

To identify customer satisfaction& its acceptability on the basis of specific

quality attributes& its prices

SCOPE OF THE STUDY

The study is basically confined to the study of the expectations and satisfaction of

users of the Asian Paints. It extends the thoughts, like intensity of usage, preferences,

Technology and degree of satisfaction received by the users.

The information or data collected from the Respondents is Authentic.

The sample survey is restricted to Bangalore city.

The sample survey is restricted to 100 respondents.

SOURCES OF DATA COLLECTION:

PRIMARY SOURCE:

The Primary source of data collection is carried through Questionnaire method.

36

SECONDARY SOURCE:

As a secondary source the data is collected through various website and books

mentioned in Bibliography.

Customer preference reports carried by previous investigators on Asian paints company ltd.

were observed and studied.

METHODOLOGY OF THE STUDY

First step to point out the objectives of the study. After the objectives the questionnaire was

prepared on the basis of the objectives. After preparing the questionnaire the questionnaire

was printed and distributed to consumers and got the primary data through questionnaire and

personal interview. After getting the information or data, analysis is done by graphs and

tables and giving interpretations and inferences. And finally provide the findings and

accordingly give suggestions to the company.

RESEARCH INSTRUMENTS

The printed questionnaire has been used to collect the data for the study.

The data is selected by referring various Journals, Show rooms magazines and Brochures, etc.

SIZE OF THE SAMPLE:

The sampling units are the elements of research hence the sampling units in research

are the individuals.

The sample size is limited to 100 customers

SAMPLING TECHNIQUES

Cluster sampling

Simple random sampling

SAMPLE ANALYSIS:

Itemized rating scale is used with four categories for more reliable ratings of

satisfaction on various elements.

Ratio scale is used for those elements, where the answers are more of specific in

nature.

The data is summarized and compressed into tabulation form.

Bar- Graphs and pie chart are used to interpret the tabulated data and the inference are

drawn.

37

Review of literature

A detailed review of literature has been made to find out the research gap

and to identify the relevant researchable issues for the study. It is essential for a

research scholar review the related literature study to have clear knowledge

about the subject and understand the research gap in order to drawn the scope

for the study.

Johnson et al., (2000) 21 says that businesses need to attract and establish

a customer market and would need to retain it through satisfaction. That is the

key to its business performance. As per Cacippo (2000) 22 basically, customer

satisfaction is a psychological state, carefulness should then be taken when

measuring it. Competitors that are prospering in the new global economy

recognize that measuring customer satisfaction is a key. This is because of doing

so, industries can hold on to the customers they have and understand how to

better attract new customers.

Kotler (2003) 23 satisfactions is a person’s feelings of pleasure or

disappointment resulting from comparing a product’s perceived performance (or

outcome) in relation to his or her expectations. The satisfaction judgment is

related to all the experiences made with a certain business concerning its given

products, the sales process, and the after- sale service. Whether the customer is

satisfied after purchase also depends on the offer’s performance in relation to

the customer’s expectation. Customers form their expectation from past buying

experience, friends’ and associates’ advice, and marketers’ and competitors’

information and promises.

Gustafsson (2005) 24 define customer satisfaction as “a customer’s overall

evaluation of the performance of an offering to date. This overall satisfaction

has a strong positive effect on customer loyalty intentions across a wide range of

product and service categories

Renu Rajaram (2012)43 in India, paints have traditionally

been sold in hardware stores. Most paint brands have followed the retail route of

multi-brand stores. However, with the growth of the Indian paint industry, and

the recognition of individual brands, prominent players have recognized the

need for exclusive outlets/showrooms. The success of these outlets lies in the

fact that the consumer can negate the time taken to choose between brands, and

instead focus on product choice without having to worry about quality.

As per an interview with Manish

Choksi (2012)44 conducted by Capgemini consulting it has been mentioned that

Asian Paints is the largest paint manufacturer in India, with US $1.6 billion in

turnover. Around 80 per

cent of our business is in India and the remaining 20 per cent is located

internationally, distributed across 20 emerging and fast-developing countries. In

India, which is the fastest growing coatings market in the world, Asian Paints

currently have a 40 per cent market share in the decorative paints business.

Asian Paints also address the Industrial and the Project markets. In India, the

38

company has about 120 warehouses and 10 coatings manufacturing plants.

Around 20 per cent of our products are manufactured by outside contractors.

Asian Paints face stiff competition from major international companies in our

domestic market, notably Japanese and American, as Asian Paints well as from

newer players entering India. Asian Paint’s competitors pursue niche strategies in all of their

key markets. To beat this increasing competition, Asian Paints

constantly need to adapt our product portfolio to the ever-changing and

increasingly segmented market demand by introducing new products that meet

the décor needs of the country and are environmentally friendly as Asian Paints.

RNCOS (2013)47 report on the Indian Paint Industry Forecast, say that

over the past few years, the Indian paint market has substantially grown and

caught the attention of many international players. The country continues to

enjoy a healthy growth rate compared to other economies, backed by the

increasing level of disposable income, and demand from infrastructure,

industrial and automotive sectors. On the back of such advocacy, it is

anticipated that the sector will post a CAGR of around 15per cent during 2012

to 2015, according to the new research report, “Indian Paint Industry Forecast to

2013”.

LIMITATIONS OF THE STUDY:

The sample survey was restricted to 100 respondents. The opinion expressed by them was

not pragmatic in nature.

Preferences change over a period of the time and have to be constantly updated.

The Analysis and Interpretation of the data has been made in this context and the result

may not prove beneficial to the company.

With intense competition in the market, people keep changing their brands & preferences

The sample size of 100 respondents is limitation to Research study due to the time

constant.

The company was not willing to share its upcoming marketing strategies as it was

maintained confidential.

The prices of the products are not compromised to middle level income group.

39

CHAPTER – 4

ANALYSIS & INTREPRETATION

Overall satisfaction of the products delivered by Asian paints

Table1

ATTRIBUTE VERY

SATISFIED

SOMEWHAT

SATISFIED

SOMEWHAT

DISSATISFIED

VERY

DISSATISFIED

Overall

satisfaction 25% 40% 30% 5%

Graph 1

Interpretation:

From the above graph we can see that 25% of the customers that bought the product are

very satisfied.

Customers that are somewhat satisfied are 40%

Asian paint tries to give their customers the best due to this, product delivery takes time

this might be the reason behind 30% of somewhat dissatisfaction

5% of the customers are very dissatisfied this is not a major problem but this should be

improved by the company. There can be many reasons behind the dissatisfaction few of

the reasons are

1) Poor client service

25%

40%

30%

5%

VERY SATISFIED

SOMEWHAT SATISFIED

SOMEWHAT DISSATISFIED

VERY DISSATISFIED

40

2) lack of communication

3) poor response to information request

4) repeated complaints from the same clients

Customers satisfaction towards Sales Representative

Table 2

ATTRIBUTE VERY

SATISFIED

SOMEWHAT

SATISFIED

SOMEWHAT

DISSATISFIED

VERY

DISSATISFIED

Services by Sales

Representative 25% 20% 33% 22%

Graph 2

Interpretation:

In the above graph we can observe that customer satisfaction towards the sales

representatives are higher on the dissatisfaction level 22% and 33% somewhat

dissatisfied and very dissatisfied. This can affect the sales of the company

25%

20%

33%

22%

VERY SATISFIED

SOMEWHAT SATISFIED

SOMEWHAT DISSATISFIED

VERY DISSATISFIED

41

Online facilities of Asian paints

Table 3

ATTRIBUTE VERY

SATISFIED

SOMEWHAT

SATISFIED

SOMEWHAT

DISSATISFIED

VERY

DISSATISFIED

Online facilities 25% 50% 15% 10%

Graph 3

Interpretation:

The online facilities provided by Asian paints are up to date so we can see in the above graph

the satisfaction levels of the customers are high with the online services provided by the

company.

.

25%

50%

15%

10%

VERY SATISFIED

SOMEWHAT SATISFIED

SOMEWHAT DISSATISFIED

VERY DISSATISFIED

42

Pricing satisfaction of the customers

Table 4

ATTRIBUTE VERY

SATISFIED

SOMEWHAT

SATISFIED

SOMEWHAT

DISSATISFIED

VERY

DISSATISFIED

Price Level 10% 30% 40% 20%

Graph 4

Interpretation:

The prices of the products are on the higher side because Asian paints don’t compromise on

the quality of the product and for this reason there is dissatisfaction among the customers.

This problem can be resolved by giving offers.

10%

30%

40%

20%

VERY SATISFIED

SOMEWHAT SATISFIED

SOMEWHAT DISSATISFIED

VERY DISSATISFIED

43

Smell, shine, texture, color satisfaction among customers

Table 5

ATTRIBUTE VERY

SATISFIED

SOMEWHAT

SATISFIED

SOMEWHAT

DISSATISFIED

VERY

DISSATISFIED

Color, texture,

smell,etc.

30% 40% 15% 15%

Graph 5

Interpretation:

Customers are happy with the smell. asian paint has no odder it is easy to breath when the

work is going on. The texture of the paint is also liked by the customers,

customers are not satisfied with the color because these colors are too bright few customers

may not like bright colors

30%

40%

15%

15%

VERY SATISFIED

SOMEWHAT SATISFIED

SOMEWHAT DISSATISFIED

VERY DISSATISFIED

44

paint peeling issues

Table 6

ATTRIBUTE yes no

Paint peeling 25% 75%

Graph 6

Interpretation:

Customers are happy with the quality of the paints provided by the company the company

also provides 3 years of warranty.

The company must resolve the peeling issue faced by the 25% of the customers

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

yes no

45

Paint blistering

Table 7

ATTRIBUTE yes no

Blistering 10% 90%

Graph 7

Interpretation:

Customers are satisfied with the paint 90% of the customers have no issues of blistering

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

yes no

46

Yellowing of the wall color

Table 8

ATTRIBUTE yes no

Yellowing of wall 5% 95%

Graph 8

Interpretation:

From the above table, to my analysis, out of the 100 respondents, 5% of them have

experienced yellowing of the wall after using Asian Paints.

While 95% of them have given a positive response.

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

yes no

47

Microbial growth on walls

Table 9

ATTRIBUTE yes no

Microbial growth 2% 98%

Graph 9

Interpretation:

The response by the customers on growth of microbia is good only 2%of the customers has

complained about the growth

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

yes no

48

AWARENESS ABOUT PRIMERS AND DECORATIVE PAINTS

Table 10

ATTRIBUTE YES NO

Primers 70% 30%

Decorative paints 40% 60%

Graph 10

Interpretation:

In the above graph we can see that the awarness about primers are 70% and decorative paints

are 40%. The company must focus on advertising decorative paints to increase the awareness

of the product among the customers.

70%

40%

30%

60%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Primers Decorative paints

YES

NO

49

SATISFACTION OF MAKEOVER IDEAS

Table 11

ATTRIBUTE YES NO

Makeover ideas 70% 30%

Graph 11

Interpretation:

While 70% of the respondents have provided with positive response.

out of the 100 respondents, 30% are not satisfied and do not find the makeover and decorative

ideas provided by the Asian Paints useful ,as they feel the Ideas do not work out as is shown

in the television commercials.

70%

30%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Makeover ideas

YES

NO

50

ARE THE TELEVISION COMMERCIALS MISLEADING

Table 12

ATTRIBUTE YES NO

T.V Commercials 60% 40%

Graph 12

Interpretation:

40% have provided a positive response.

To my analysis, out of the 100 respondents, 60% of the respondents feel that the television

commercials shown by the Asian Paints are misleading.This may bring them on verge of

brand shifting. Hence the company must overcome this problem as soon as possible.

60%

40%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

T.V Commercials

YES

NO

51

SATISFACTION FROM AFTER SALES SERVICE SECTOR

Table 13

ATTRIBUT

E

VERY

SATISFIE

D

SOMEWHA

T

SATISFIED

SOMEWHAT

DISSATISFIE

D

VERY

DISSATISFIE

D

Service

sector

10% 30% 40% 20%

Graph 13

Interpretation:

10% of the consumers are very satisfied with after sale service

30% of consumers are Somewhat satisfied with asian paints

40% of consumer are somewhat dissatisfied with asian paints

20% of consumer are dissatisfied with asian paints

10%

30%

40%

20%

VERY SATISFIED

SOMEWHAT SATISFIED

SOMEWHAT DISSATISFIED

VERY DISSATISFIED

52

PREFERENCE FOR ASIAN PAINTS OVER OTHER PAINTS

Table 14

ATTRIBUTE PREFERENCE

Asian paints 60%

Other paints 40%

Graph 14

Interpretation:

Form the above table, out of the 100 respondents, 60% of them are giving more preference to

the asian paints company. As they have found satisfaction for a longer period of time in terms

of paint quality.

While 40% of the respondents have preferred other paints overasian paints.

60%

40%

Asian paints

Other paints

53

CHAPTER – 5

SUMMARY OF FINDINGS AND SUGGESTIONS

FINDINGS:

The findings from this research shows that the company is working hard to maintain the

quality of its paints as the least number of the customers have some problems regarding

blistering, adhesion or yellowing of the wall.

Regarding the service department of the Asian Paints. This include, the services provided

by sales representative is not up to mark . The respondents have reported, the local dealers

and team leaders are care free and do not respond to their complains.

In case of Online Facilities the respondents have provided with positive feedback of

satisfaction level. This shows that the online facilities have upward moving scale.

Regarding the promotional activities. The commercials are misleading because, according

to them they have not got the same effects as shown in the television commercials. And

the other activities such as innovative ideas and makeovers.

Its overall satisfactory towards the company are good which shows effective efforts are

being taken in customer satisfaction

Regarding the price level, respondents feel that the prices of the Asian Paints are high.

Compared to there competitors

Regarding the inclination towards the Asian paints brands, 60% prefer Asian Paints over

other paints. But still there are four other respondents who are preferring other paint

brands.

The overall satisfaction of the Asian Paints ltd in general by the respondents is on the

positive side.

The dissatisfaction towards online facilities among few customers may be caused because

of the lack of knowledge to use the online services

54

RECOMMENDATIONS/SUGGESTIONS:

Asian Paints must improve on the provision of services. If there are any complaints

regarding the -product of the Asian paints, the line officers must follow up with calls

or emails, if required they must send their workers to repair the damaged caused due

to the company's product.

There are complaints by the customers regarding the care- free behavior of the team

leaders, resulting in poor customer satisfaction. To avoid this, the management must

try to change the behavior of the officers as well as team leaders. This can be done by

bringing in Change Management at all.

Asian Paints is one of the best paints, but certain weaknesses still persist, regarding its

service sector. Therefore to avoid this the company must have a regular check on its

staffs the company must conduct communication development class for the staffs.

They can do this on regular intervals.

The customers feel that the advertisements are misleading and fraudulent. Therefore

to remove this negative attitude of the customers the company can demonstrate how to

use a particular product and how to utilize and maintain it at its maximum level.

The company as to provide with better after sale service which will result in positive

attraction towards the brand

The company as to provide with Testimonials advertisement which will attract even

more customers

Customers that are somewhat satisfied are 40% the company should try to give them

offers and discounts to make them feel more positive towards the brand

Product delivery can be improved if the company hires more staff and improves on the

delivery timelines.

55

CHAPTER – 6

CONCLUSION

Today customer driven economy, all firms are engaged in rat race to attract customers and

build a long term relationship with their loyal customers. The key to customer loyalty is

through customer satisfaction. A satisfied customer will act as a spokes person of the

company’s product, and bring in more buyers. So marketers have to ensure customers value

satisfaction. For this they have to ensure

Products are developed to meet customers’ requirements.

Brand are positioned so as to convey ‘distinctiveness

Delivery to reinforce the promptness in making available to the customers a ‘value

added’ product

Relationship are built to offer lifetime customer value to enable the consumers to

experience ‘value satisfaction’

All the efforts of the marketers are trying to understand the buying motives, organizing

buying behavior and working out suitable promotional strategy is to ensure consumer

satisfaction. In Today’s competitive environment, where companies are adopting various

methods to woo the prospective consumers, marketers have to make all efforts to understand

all the complexities which go into the buying behavior

To conclude the study with the positive note that Asian Paints have a good number of

customers.

The customers of Asian paints are loyal to the company but not fully satisfied to improve the

satisfaction level of the consumers the company must adopt various new strategies to improve

the client satisfaction with this they can attract more customers also.

56

BIBLOGRAPHY

1.Aaker D A (1996), “Measuring Brand Equity Across Products and

Markets”, California Management Review, Vol. 38, No. 3, pp. 102-120.

2. Akanksha Goel (2008), Critical Success Factors Involved in the Launch

of a New Product in National and International Market: Focus on Indian

Paint Companies, A Dissertation presented in part consideration for the

degree of MSc. International Business, The university of Nottingham

3. Akhilesh Chandra Pandey (2009), Study of Relationship between Brand

Perception and Purchase Behavior of Consumer : A Case of Paint

Industry, Pragyaan : JOM" Volume 7 : Issue 1, June.

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

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

5. ArthPrabhand (2012), Changing Purchase Behaviour of Indian

Customers, APJEM,: A Journal of Economics and Management, Vol.1

Issue 8, November 2012, ISSN 2278 0629, Pinnacle Research Journals

35, http://www.pinnaclejournals.com

‘Marketing Management’.

‘Modern Marketing Management’.

Websites:

www.google.com

www.asianpaints.com

www.shodhganga.inflibnet.ac.in

57

QUESTIONNNAIRE FOR CONSUMERS

Dear sir/madam,

I am, a student of final year B.B.M of I am conducting this survey to prepare project

report titled “A STUDY ON CUSTOMERSATISFACTION TOWARDS ASIAN

PAINTS” as it is the part of the curriculum.

I request you to spare your valuable time to answer a few questions which will be of

great use to me. The information given by you will be used for educational purpose

only.

NAME:

1. AGE:

2. What is your overall satisfaction rating with Asian Paints ltd

4 3 2 1

Very satisfied somewhat satisfied somewhat Dissatisfied very dissatisfie

3. Are you satisfied by online facilities provided by Asian Paints?

4 3 2 1

Very satisfied somewhat satisfied somewhat very dissatisfied

Dissatisfied

58

4. Regarding the price level fixed by Asian Paints did you find it satisfactory?

4 3 2 1

Very satisfied somewhat satisfied somewhat very dissatisfied

Dissatisfied

5. Are you satisfied by the quality of the Asian paints in the terms of smell, shine,

texture, color?

4 3 2 1

Very satisfied somewhat satisfied somewhat very dissatisfied

Dissatisfied

6. Are you satisfied by the smooth wall surface you get after using Asian paints?

4 3 2 1

Very satisfied somewhat satisfied somewhat dissatisfied very Dissatisfied

7. Do you experience paint peeling or poor adhesion?

YES NO

8. Are you facing problems of blistering?

YES NO

59

9. After using Royale Asian Paints do you experience Yellowing of the wall color?

YES NO

10. Do you experience microbial growth on the walls after using Asian Paints?

YES NO

11. Have you used Asian Paint Primers?(Asian Paints Acrylic Wall Putty, Primer

ST, Primer WT, etc.)

YES NO

12. There are various Decorative Paints for Exterior walls, Interior walls, Metal

surfaces, Wood surfaces. Have you used any of them?

YES NO

60

13. Asian Paints provide expert help in makeovers and decorative ideas. Did you

find it useful?

YES NO

14. Do you feel the T.V. commercials of Asian Paints Company are misleading?

YES NO

15. Do you feel satisfied by the after sales services provided by Asian Paints, in terms

of tips on the post application and maintenance, invoice, warranty card, etc.?

4 3 2 1

Very satisfied somewhat satisfied somewhat dissatisfiedveryDissatisfied

16. Do you think Asian Paints are more satisfactory than other paints?

YES NO

17. Would you like to give any suggestions to the Asian Paints regarding their

product or services?

61

YES NO