A

SUMMER INTERNSHIP PROJECT

ON
A Study on Consumer Buying Behavior towards Paint
For Asian paints India Ltd.

Submitted to
MARWADI EDUCATION FOUNDATION
IN PARTIAL FULFILLMENT OF THE
REQUIREMENT OF THE AWARD FOR THE DEGREE OF
MASTER OF BUSINESS ADMINISTRATION
In
Gujarat Technological University
UNDER THE GUIDANCE OF

Faculty Guide:

Company Guide:

Prof. Hiteshwari Jadeja

Mr. Shekhar verma Saurashtra Region

Assistant Professor

(Design & ops manager)

Submitted by
Mr. Omakar Gosai
[Batch No. 2015-17, Enrollment No. 157340592069
MBA SEMESTER III

MARWADI EDUCATION FOUNDATION

MBA PROGRAMME
Affiliated to Gujarat Technological University
Ahmadabad
July, 2016

College Certificate

Company Certificate

DECLARATION
I declare that this project report entitled A Study on Consumer Buying
Behavior towards Paint of Asian Paints India Ltd. submitted by me to the
MARWADI EDUCATION FOUNDATION, Affiliated to Gujarat Technological
University, is my own and is not submitted to any other University or has been
published any time before.

Place: Rajkot

Date:

Omakar Gosai

PREFACE
It is great opportunity for management students of GTU to get exposure to the paints
industry as a part of in summer internship project (SIP) academic curriculums of MBA &
get wide exposure to the real world during industry project.
This project report has been prepared in partial fulfillment of the requirement for the
subject of summer internship project report (sem. III) & in the academic year 2016 for
preparing the SIP Report. The blend of learning & knowledge acquired during our report
studies the role of paint industry is presented in this project report.
It is great pleasure that researcher has undertaking writing of this report. It realized
during training that insurance in dustry is different than what we learn in theorized.
Thus, practical exposure to this industry is valuable for us as a management student.
The prime objective of this practical training is to student get some knowledge &
experience of management affairs. In that A Study on Consumer Buying

Behavior towards Paint segment & all aspect while complete requirement for the
MBA course.

ACKNOWLEDGEMENT

I express our deep sense of gratitude and indebtedness to

Dr.

Suneet Saxena, Dean ,Faculty of Management , MARWADI EDUCATION

FOUNDATION, Rajkot

for the encouragement given to me to complete the

project and for the facilities provided to me throughout the project.

I am thankful to our guide and coordinator Prof. Hiteshvari Jadeja, for his
valuable guidance and kind cooperation right from the beginning of the project
report. I am thankful very much for his kind constant encouragement and
guidance shown during the course of our project.
I also extend my sincere gratitude to the rajkot Area Manager of Asian Paints
India Ltd., for giving me the opportunity to complete the project under their able
guidance.
I express my gratitude to Mr. Shekhar verma (Area Manager), for their
continuous support and encouragement throughout my project work. Last but not
the least, I would like to express my sincere thanks to the respondents and my
others not specially mentioned.

OMAKAR GOSAI

Index
Sr. No
1

Particulars
Part I General Information
Industry Overview

Page No

1.1 History
1.2 Growth and Development
1.3 Performance and other statistical data
1.4 Market players in the industry

2
3
6
8

Company Overview
2.1 History
2.2 Company Profile
2.3 Growth and Development
2.4 Products/ Service overview
2.5 Plant Identification
2.6 SWOT Analysis

Part II Research Work

Introduction of the study
3.1 Background of the study
3.2 Review of literature
3.3 Statement of problem
3.4 Objectives of the study

5
6
7
8
9

14
15
16
20
25
26

29
34
36
36

Research Methodology
4.1 Research design
4.2 Sampling Method
4.3 Sampling Size
4.4 Sources of data
4.5 Data collection method
4.6 Data collection instrument

38
40
41
41
42
42

Analysis and interpretation of data

Results and findings
Conclusion & Suggestions
Limitation of study
Bibliography
Annexure

44
57
58
59
60
61

List of tables
Sr. No
1
2
3
4
5
6
7
8
9
11
12
13
14
16
18

Particulars
Company Profile
Customer involvement
Age
Occupation
Size of house
Type of house
Paint at last time
Type of paint
Brand of paint
Paint work
Shades of paint
Experience
Heard about wallpaper
Planning to paint
Service

Page No
15
32
44
45
46
47
48
49
50
51
52
53
54
55
56

List of graphs
Sr. No
1
2
3
4
5
6
7
8
10
11
12
13
15
17

Particulars
Market share of Asian paint
Age
Occupation
Size of house
Type of house
Paint at last time
Type of paint
Brand of paint
Paint work
Shades of paint
Experience
Heard about wallpaper
Planning to paint
Service

Page No
19
44
45
46
47
48
49
50
51
52
53
54
55
62

Page 1

PAINT INDUSTRY IN INDIA

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

However the per capita consumption of India is still a merge of .5 kg compared

to 26 kg in U.S and 1.2 kg in Thailand.

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

Tamilnadu.

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

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

Page 2

1.2 Growth and Development

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

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

Decoratives

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

Industrial

Three main segments of the industrial sector include automotive coatings,

powder coatings and protective coatings. Kansai Nerolac is the market leader in
this segment. User industries for industrial paints include automobiles
engineering and consumer durables. The industrial paints segment is far more
technology intensive than the decorative segment.
The paints sector is raw material intensive, with over 300 raw materials (50%
petro-based derivatives) involved in the manufacturing process. Since most of
the raw materials are petroleum based, the industry benefits from softening
crude prices.
Page 3

Key Points

Supply

Supply exceeds demand in both the decorative as

well as the industrial paints segments. Industry is
fragmented.

Demand

Demand for decorative paints depends on the

housing sector and good monsoons. Industrial
paint demand is linked to user industries like auto,
engineering and consumer durables.

Barriers to entry

Brand,

distribution

network,

working

capital

efficiency and technology play a crucial role.

Bargaining power Price increase constrained with the presence of

of suppliers

the

unorganised

sector

for

the

decorative

segment. Sophisticated buyers of industrial paints

also limit the bargaining power of suppliers. It is
therefore that margins are better in the decorative
segment.

Bargaining power High due to availability of wide choice.

of customers

Competition

In both categories, companies in the organised

sector focus on brand building. Higher pricing
through product differentiation is also followed as a
competitive strategy.

Page 4

Prospects
The market for paints in India is expected to grow at 1.5 times to 2 times
GDP in the next five years. With GDP growth expected to be between 67% levels, the top three players are likely to clock above industry growth
rates in the future, considering they have a strong brand and good reach.
The market size of the paint industry in India is estimated at around Rs
350 bn. Industry players expect close to 12% growth in business volume
and 10-12% rise in sales in FY16.
Decorative paints segment is expected to witness higher growth going
forward. The fiscal incentives given by the government to the housing
sector have immensely benefited the housing sector. This will benefit key
players in the long term.
Although the demand for industrial paints is lukewarm it is expected to
increase going forward. This is on account of increasing investments in
infrastructure. Domestic and global auto majors have long term plans for
the Indian market, which augur well for automotive paint manufacturers
like Kansai Nerolac and Asian-PPG. Increased industrial paint demand,
especially powder coatings and high performance coatings will also
propel topline growth of paint majors in the medium term.
Volatility of the Indian currency and international oil prices and worries
about a normal monsoon continue to be major challenges facing the paint
industry.

Page 5

1.3

Performance And Other Statistical Data

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

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

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

Rising demand for novelty

As the paint and coatings industry continues to fall under pressure by
environmental regulations, manufacturers of coatings and paints are endlessly
reformulating their products. As a result, demand for novel additives continues to
increase. The rapid economic growth in most of the emerging countries in the
recent years resulted in rampant architectural construction and industrial activity,
which created significant demand for paints and additives. This in turn, heavily
increased the demand for paint additives. The Asia Pacific region is expected to
account for more than 40% of the global demand for paint additives in 2016.
Page 6

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

Indian market dynamics

During last 5-7 years, it has been observed that high quality exterior paint
segment has conceptually grown with very high growth rate of 25% compared to
10-12% of other paints and coatings. In addition, the premium paints and novel
finishes segments have also grown at a faster rate 15 -20%. And, this evolution
has forced the use of high performance additives.

Page 7

1.4

Market Players In The Industry

The leaders in the organized paint industry in India are Asian Paints with over
40per cent market share, Kansai Nerolac (20per cent), Berger Paints (19per
cent) and AkzoNobel (12per cent).

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

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

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

INDUSTRIAL PAINTS
Industrial paints include automotive paints (original auto manufactures and
refinishes), Powder coatings marine paints high performance coatings and
special purpose finishes. These are technology intensive and hence the
presence of the unorganized sector is s

very limited. In fact, there is no

presence of the unorganized sector in the original paints. This can be explained
by the fact that to bag an order from automobile manufacturer collaboration with
a well known foreign paint company is a must.

Page 8

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

However the per capita consumption of India is still a merge of .5 kg compared

to 26 kg in U.S and 1.2 kg in Thailand.

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

Tamilnadu.

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

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

Different Paint Companies in India

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

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

Products and Services: Decorative paints, Industrial Coatings and Ancillaries like
wall primer, acrylic wall putty exterior, interior and exterior wall paints etc.

Page 9

2. Berger Paints India Limited

Second most popular paint lover by Indian customers is Berger paints India. The
company was founded in 1923 by Louis Steigenberger. Currently Abhijit Roy is
the managing director of the company.

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

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

Revenue: $25 billion to $30 billion of AkzonNobel

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

4. Jenson & Nicholson Ltd

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

Revenue: $500 million to $750 million

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

5. Shalimar Paints
The fifth company in our countdown list is Shalimar paints. Shalimar paints is the
Indias oldest paint company founded in year 1902 by AN Turner and AC Wright.
It has over 54 branches and depots across the country.
Page
10

Revenue: $56 million to $80 million

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

6. British Paints
A British paint was founded in the year 1919 and came to India in 1947. Actually
British paints reentered India in year 2009 with the name Berger paints. In India
it has a network of 45 branches and over 12000 channels.

Revenue: $300 million to $500 million

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

7. Kansai Nerolac Paints Ltd

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

Revenue: $360 million to $400 million

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

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

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

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

Page
11

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

Revenue: $100 million to $200 million

Products and Services: Jantha Distemper, Ranger, Diana Wall putty, Asgarcem,
Aluminum Paint, Micro Matt, Ragiemon Etc
10. Snowcem Paints
Snowcem Paints was founded in the year 1959 in Mumbai and one of the Indias
leading manufacturer of exterior cement based masonry paint.

Revenue: $50 million to $75 million

Products and Services: Paints for cements, liquid paints, Primers like
Cemprover, Snow sol, etc

Page
12

Page
13

2.1 History
Asian Paints is India's largest paint company in India and Asia's third largest
paint company with a turnover of Rs54.63 billion. The company operates in 20
countries and has 28 paint manufacturing facilities in the world servicing
consumers in over 65 countries.

Besides Asian Paints, the group operates around the world through its
subsidiaries Berger International Limited, Apco Coatings, SCIB Paints and
Taubmans. Forbes Global magazine USA ranked Asian Paints among the 200
Best Small Companies in the World for 2002 and 2003 and presented the 'Best
under a Billion' award, to the company. The present MD & CEO of the company
is P.M. Murty.

The company has come a long way since its small beginnings in 1942. Four
friends who were willing to take on the world's biggest, most famous paint
companies operating in India at that time set it up as a partnership firm.

Chimanlal Choksi,Champaklal Choksey,Suryakant Dani and Arvind Vakil were

the four friends who started the company. Suryakant Dani owned a garage
where he did the painting work for Machines & vehicles.

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

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

Page
14

2.2 Company Profile

Company Name:

Asian paints limited

Address:

Asian paints house,

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

Contact:

022-39818000

Help line:

1800-209-5678

Web Site:

www.asianpaints.com

Product:

Paints product

Size of unit:

Large scale industry

Form of Organization:

Public

Year Of Establish:

1942

Industry:

Chemical

Employee:

4640

Head quarter:

Mumbai

Key person:

K. B. S. Anand

Revenue:

Rs. 7964 crore

Profit:

Rs. 958.39 crore

(Table 2.1)

Page
15

2.3 Growth and Development

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

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

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

In the year 1990, the company promoted two joint venture companies, namely
Asian Paints (South Pacific) Ltd, in Fiji and Asian Paints (Tonga) Ltd. In May
1991, the company acquired 19,10,000 equity shares of Pentasia Chemicals Ltd
from TIDCO and thus PCL became a subsidiary of the company.

During the year 1992-93, the company installed and commissioned the
manufacturing facilities for the powder coatings with a capacity of 300 MT at
Kasna plant.

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

In the year 1996, the company and PPG Industries, Inc. of USA set up a joint
venture company namely Asian PPG Industries Pvt Ltd to market and/or
manufacture automotive paints and certain Industrial products.
Page
16

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

In the year 1999, the company acquired 76 % of equity stake in Sri Lanka-based
Damage Forsyth & Co (Paints) Ltd. In the year 2000, they launched two variants
in polyurethane (PU) wood finish under the brand name Opal. They opened a
manufacturing plant in Oman in partnership with a local company.
In 2002, the company revamped their international operations and transferred
shares in their subsidiaries in Fiji, Tonga, Solomon Island, Vanuatu, Australia
and the Sultanate of Oman to the Mauritius based subsidiary Asian Paints
International. Also, they acquired controlling stake of 50.1% in Berger
International, Singapore, for the consideration of Rs 58 crore.

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

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

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

During the year 2007-08, the company commissioned the polymer plant in
Sriperumbudur. Also, they commenced expansion of the Sriperumbudur plant.
Also, Asian Paints (International) Ltd, the companys direct subsidiary divested
their entire stake in Asian Paints (Queensland) Pty Ltd, Australia.

During the year 2008-09, the company made a tie up with DuPont USA to cobrand the Royale range of Emulsions with Teflon, the product synonymous with
toughness and durability. The first two stores have been inaugurated at
Hyderabad and Chennai.
Page
17

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

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

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

In June 2014, Asian Paints acquired the entire front and sales business including
Brands, Network and Sales Infrastructure of Ess Ess Bathroom products Pvt Ltd.
Both, the Kitchen and Bath business has been co-branded with Asian Paints.
Recently, the company has launched Smart Kitchen range for easy installation
and design under the Sleek brand. In the Bath space, it has introduced Royale
premium range of bath fittings as well as Bathsense sanitary ware range of
products for the evolving consumer.

Page
18

(Chart 2.1)

Page
19

2.4 Products Overview

Asian Paints produces a wide range of paints for decorative and industrial use. It
also

manufactures

intermediate

products

like

Phthalic

Anhydride

and

Pentaerythritol. The chemicals business which contributes 5% to overall sales of

the group is managed for value. APIL's product range includes Wall paints,
Metal paints, Wood Finishes, Primers, Wall puttees, powder coating and others.

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

Following are few of the famous products of Asian Paints.

Decorative paints: Exterior Walls

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

Distempers
Distempers offer strong performance to the interior wall surface in terms of
protection and adhesion. Tractor Acrylic Distemper, with better durability, is one
of the best performing distemper made by Asian Paints.
Emulsions
Interior emulsions are advanced water based paints with better quality and
shade range. Adhesion to wall surface, anti fungal properties and durability is
Page
20

more in emulsions. Check out products range for more information.

Metal Surfaces

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

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

Opaque Finish
Wood Palette, the range of opaque wood finishes from Asian Paints brings you a
high gloss, tough scratch proof colored wood finish that brings new style and
sophistication thats beautiful and stays that way under heavy usage.

Enamels
These are essentially enamel paints suitable for wood surfaces. With different
surface preparation and undercoat system, read the directions for usage
carefully before application.

Page
21

ANCILLARIES PAINTS: Asian Paints Deco prime Wall Primer WT

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

Asian Paints Deco prime Wall Primer ST

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

Asian Paints Acrylic Wall Putty is water based putty. It is one of the best product
of its kind available in the market. It provides a very strong durable foundation &
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22

brings out the best performance from the finish paints. Both in looks & durability.
Asian Paints Exterior Wall Putty

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

Asian Paints Wood Primer is specially formulated to protect wood. It has an

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

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

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23

INDUSTRIAL PAINTS
Protective Coatings

Offers an extensive range of high performance, heavy-duty coatings for

protection

of

assets

in

aggressive

industrial

environments

Floor Coatings

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

coatings

Floor Coatings

The range includes hot melt thermoplastic road marking material, cold applied
retro-reflective and water / solvent based paint for marking roads.

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24

2.5 PLANT IDENTIFICATION

Plant identification marks for cartoons, drums, tins are given below.

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

Ankles war plant

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

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

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

4. Cartoons are brown in color.

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25

2.6 SWOT Analysis

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

innovative-spirit

has

made

it

market

leader

since

1968.

Superior technologies deployed to achieve maintain the competitive edge

for eg. Supply chain management system that integrates plants, regional
distribution centers, outside processing centers etc. hence they have
strongest supply chain system with
They have maintained their brand name and increased awareness by
unique ways of advertising and roping in celebrities like Saif Ali Khan.
The company has strong financials.

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

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26

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

Threats.
Growth prone to slowdown effects
Stringent Government rules and regulations regarding the quality of
products and manufacturing facilities as Environment policies are given
more emphasis
Raw material scarcity and volatility in prices.

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27

Page
28

3.1 Background of the study

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

It is the systematic gathering, recording, and analysis of qualitative and

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

Buying Behaviour & Purchase Pattern Of customers Towards Paint

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

It studies characteristics of individual consumers such as demographics or

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29

personality and behavioral variables in an attempt to understand people's wants.

It also tries to assess influences on the consumer from groups such as family,
friends, sports, reference groups, and society in general.

Customer behavior study is based on consumer buying behavior, with the

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

Relationship marketing is an influential asset for customer behaviour analysis as

it has a keen interest in the re-discovery of the true meaning of marketing
through the re-affirmation of the importance of the customer or buyer. A greater
importance is also placed on consumer retention, customer relationship
management, personalization, customization and one-to-one marketing. Social
functions can be categorized into social choice and welfare functions.
Each method for vote counting is assumed as social function but if Arrows
possibility theorem is used for a social function, social welfare function is
achieved.

Some specifications of the social functions are decisiveness, neutrality,

anonymity, monotonicity, unanimity, homogeneity and weak and strong Pareto
optimality. No social choice function meets these requirements in an ordinal
scale simultaneously. The most important characteristic of a social function is
identification of the interactive effect of alternatives and creating a logical relation
with the ranks. Marketing provides services in order to satisfy customers. With
that in mind the productive system is considered from its beginning at the
production level, to the end of the cycle, the consumer (Kioumarsi et al., 2009).

Buying Decision Process

A buying decision process is the process a customer goes through when buying
a product. It can be seen as a particular form of a costbenefit analysis. The
buying decision model has gone through lots of interpretation by scholars.
Although the models vary, there is a common theme of five stages in the
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30

decision process.

The Buyer

decision

by consumers regarding

process is
market

the decision-making process used

transactions

before,

during,

and

after

the purchase of a good or service. More generally, decision-making is the

cognitive process of selecting a course of action from multiple alternatives.

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

Problem/Need recognition

Information search

Evaluation of alternatives

Purchase decision

Post-purchase behavior

These five stages are a framework to evaluate customers' buying decision

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

Problem/need-recognition
Problem/Need-recognition is the first and most important step in the buying
decision. Without the recognition of the need, a purchase cannot take place. The
need can be triggered by internal stimuli (e.g. hunger, thirst) or external stimuli
(e.g. advertising). Maslow held that needs are arranged in a hierarchy.
According to Maslow's hierarchy, only when a person has fulfilled the needs at a
certain stage, can he or she move to the next stage. The problem must be
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31

addressed through the products or services available. It's how the problem must
be recognized.

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

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

High

Medium

Low

Characteristics

High

Medium

Low

Number of brands examined

Many

Several

One

Number of sellers considered

Many

Several

Few

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32

Number of product attributes evaluated

Number of external information sources

used

Time spent searching

Many

Moderate One

Many

Few

Considerable Little

None

Minimal

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

Secondly, the decision may be disrupted due to unanticipated situations such as

a sudden job loss or the closing of a retail store.

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

On the basis of either being satisfied or dissatisfied, a customer will spread

either positive or negative feedback about the product. At this stage, companies
should carefully create positive post-purchase communication to engage the
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33

customers.

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

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

3.2 Review of Literature

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

This research has been conducted on 400 households of Ahmedabad, Kalol

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

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

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

Paints are the basis to fill colours in the human life. The quality of paints impacts
the life to give the beauty and imagination to live a life of better standards. The
paints in the market are used in the houses to give the imagination, beauty and
creativity to design the life for living with peace and progress. The paints have
many uses and they basically form the fabric of creative and innovative life with
the colours of many moods and emotions. The basic aim of the paper is to build
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34

the strategic framework for developing the quality paints to give the strength to
the infrastructure of the surroundings in a beautiful way.

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

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

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

Anurag (2007), Consumer Behavior and Buying Decision

Making, http://www.123eng.Com/Forum/Index.Php (Retrieved
On 16.02.2007).
Anurag (2007)4 in his e-article Consumer Behavior and Buying Decision
Making has pointed out that marketing in India is growing through an indefinable
phase and so also the changing role of consumer in making decision and the
way in which the new generation of Indian consumer behaves. The
characteristics of Indian families are changing under the influence of external
factors such as liberalization and media explosion. Indian families are presently
in a state of flux, shifting from being strictly hierarchical to more egalitarian in

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35

character. And the process of migration definitely has a big role to play in such
transition.

3.3 Statemement Of Problem

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

A limited sample size of 100 customers was considered because of time

constraint. An assumption is made that the sample represents the whole
population. It will not carry the total reflection of the copier market. Total sample
size is comparatively less to represent the entire population.

A time period of only 45 days was allowed for the completion of this product. So
considering all the consumers for the study was not possible.
The data was of primary nature. So the degree biases were relatively high as the
sample was randomly selected.

Study restricted to geographical territory of Rajkot city only

3.4 Objectives of study

To understand the performance and choice of customers regarding
different paint brand.
To know the factors that may affect the selection of paint in future.
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36

Page
37

4.1

Research design

Marketing research dosing is the most important and encompassing of all six
steps in the marketing research process, requiring the highest level of thought,
time and expertise. This stage involves the the point at which those less
experienced with market research will obtain sindce the intelligence ultimately
gained from the research is so closely

A research design is the arrangement of conditions for collection and analysis of

data in a manner that aims to combine relevance to the research purpose with
economy in procedure.
Research design split into the following parts.

i.

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

ii.

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

iii.

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

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38

iv.

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

Types of Research Design

I.

Exploratory Research Design

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

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

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

c) Insight-stimulating survey
If the persons do not purchase a product and does not experience of
the product while the researcher has to take a survey in this types of
people. Thus, the researcher has to identify why the people do not
purchase the product?

II.

Descriptive Or Diagnostic Research Design

In this types of research design the researcher has to do the experience and
observation and then after to write a description it is known as descriptive or
diagnostic research design.

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39

4.2

Sampling Method

There are mainly two sampling method that are as follows.

a) Probability sampling techniques

b) Non-probability sampling technique

a) Probability sampling techniques

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

The various types of probability sampling techniques are,

Simple Random Sampling
Stratified Random Sampling
Cluster Sampling

b) Non-probability sampling techniques

The Non-probability sampling is also known as Non-Random sampling. It does
not give chance to each element of universal to get selected as the sample. In
this method, the selection of the sample involves human judgment rather than
luck of chance.
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40

The various types of Non-probability sampling techniques are:

Convenience sample
Judgment sample
Quota sample

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

4.3

Sample Size

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

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

4.4

Sources Of Data

There are basically two types of sources of data collection.

i.

i.

Primary Data

ii.

Secondary Data

Primary Data:

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

ii.

Secondary Data:
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41

Secondary data is not original data. This kind of data is gathered by others and
that can be used in reference or in study. The sources to gather this kind of data
are published survey of market, journal by government, media report etc.

Mostly, I have used primary data for my research report for final touch. I have
prepared questionnaire and fill it out by people. I have used secondary data to
get information about company.

4.5

Data Collection Method

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

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

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

4. Observation
Observation mean viewing or seeing.

When you take a good look at

something, noticing facts or taking measurements, you are engaging in

observation, something a little more intense than just a quick glance. When
you share an observation, you communicate an insight.

5. Documentation
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42

Documentation is the information that describes the product to its users. It

consists of the product technical manuals and online information.

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43

5.1

Data Collection Instrument

I had used questionnaire to collect the data from various employees

Age:
Age

No.

18 to 25 year

19

25 to 35 year

45

35 to 50 year

26

Above 50

10

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44

Age
10
19

18 to 25 year
26

25 to 35 year
35 to 50 year
Above 50

45

ANALYSIS:
The above chart shows the age group of respondents, from the sample size of
100.
From the above we can show that the most of the people who like to change the
paint on the wall those are 25 to 35year. Then after the age group of the 18 to 35
and 35 to 50 years people have minor difference in that. Above 50 are also like
to change paint in wall.
Occupation:
Occupation

No.

Businessman

24

Service

16

Student

40

0Other

20

Page
45

Occupation
50
45
40

Axis Title

35
30
25
20

Occupation

15
10
5
0
Builder

Service

Student

Other

Axis Title

ANALYSIS:
The above chart shows the occupation of the respondents. From this chart we
can see that,
The 47 people are most like the Asian paints. Most of the builder is preferred the
Asian paints. Then the service is 23 members are using the Asian paints. Then
the student is using the paints. At last other can fill the survey.

1. What is the size of your House?

size of House

No.

1BHK

17

2BHK

40

3BHK

34

MORE THAN 3BHK

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46

Series 1
45
40
35
Axis Title

30
25
20
15
10
5
0
1BHK

2BHK

3BHK

MORE THAN 3BHK

Axis Title

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

2. Type Of House
Type of house

No.

Flat

51

Tenamnet

15

Bunglow

22

Duplex

12
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47

Type of house
60
50

51

40
30

Type of house

20

22
15

10

12

0
Flat

Tenamnet

Bunglow

Duplex

ANALYSIS:
The above chart is show that which type of house at Rajkot.
The chart is show that the most of the people is sty in flat The 51 people are stay
at flats. And 22 peoples are staying in Bunglow. And other peoples are staying
in tenement and duplex
.

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48

3. When did you paint your house at last time

Paint at last time

No.

Recently

20

More than 3 years

More than 5 years

11

Never (new construction)

60

Paint at last time

70
60
60
50
40
30

Paint at last time

20
20
10
9

11

0
Recently

More then 3 yearsMore then 5 years

Never (new
construction)

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

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49

4. What type of paint was used last time?

Type of paint

No.

Cement paint

37

Distemper

14

Emulsion

30

Other

19

type of paint
40
35

37

30
30
25
20
19

15

type of paint

14

10
5
0
Cement paint

Distemper

Emulsion

Other

ANALYSIS:
The above chart is indicating that, the advertisement is which parameters
displayed.
Message is 78% is effective and 22% is non-effective. Theme is 70% is effective
and 30% is non-effective. Product information is 66% effective and 34% is noneffective. Price information is 42% effective and 58% non-effective. Colour is
82% effective and 18% is non-effective. Background is 70% effective and 30% is
non-effective. In that the all parameter is effective only one price information is
not effective. Advertisement is dont show the any price information.

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50

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

Brand of paint

No.

Berger

17

ICI/Dulux/akzo

13

Nerolac

16

Asian Paints

51

Other

Brand of paint
Brand of paint

51

17

13

16
3

Berer

ICI/Dulux/akzo

Nerolac

Asian Paints

Other

ANALYSIS:
The above chart is show that which type of house at Rajkot.
The chart is show that most of people using like 51%. 16% people Nerolac use
last time barer paint use like 17%. Dulux paint using like 13% in the market and
3% use like other people.

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51

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

material+Labour or with only labor?
Paint work

No.

Labor

78

material+Labour

22

paint work
90
80
70

78

60
50
paint work

40
30
20

22

10
0
Labour

material+Labour

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

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

shades of paint

No.

Shade cards given by shop

16

By your own

15

Reference from others house

10

Chosen as your contractor told

59

shades of paint
70
60
59
50
40
30

shades of paint

20
10

16

15
10

0
Shadecards given
by shop

By your own

Reference from
others house

Chosen as your
contractor told

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

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53

8. How was your experience during last time?

Experience

No.

Very good

36

It was ok

48

Bad

11

Very bad

experience
60
50
48
40
30

36
experience

20
10

11
5

0
Very good

It wasok

Bad

Very bad

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

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54

9. Have you ever heard about wallpapers?

Yes

33

No

67

wallpapers
80
70
67

60
50
40
30

wallpapers
33

20
10
0
yas

no

ANALYSIS:
The above chart is show that which type of house at Rajkot.
The chart is show that most of 67% people ever heard about wallpapers not
respondent in the organization and 33% people ever heard about wallpapers
respondent in the organization.

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55

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

No

Yes

60

No

40

Planning to paint
70
60
60
50
40
40
30

Planning to paint

20
10
0
yas

no

ANALYSIS:
The above chart is show that which type of house at Rajkot.
The chart is show that most of 60% people respondent like planning to paint
your house and 40% people not respondent in the organization.

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56

11. What service do you like to get when painting next time?
Service

No.

Cooler selection by an expert

27

whole paint job done by trained professional painters

42

complete knowledge of paint products by an expert

36

wants to see real panel painted & get touch and feel element

23

all of the above

Service
45
40
35
30
25
20
15
10
5
0

Service

colour selection whole paint job

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

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

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6. Results and findings

People generally prater to use cement paint emulsion when panting their
house.
Majority to the respondents prefer Asian paints to paints their house
followed by Berger and Nerolac.
Generally people Pinter to hire Andy laborer /painter buy the material
them sellers
Majority of respondents choose the shades of paints with the help of
contractor.
60%of respondents planning to paint their house in future, which shows
that, the market of Asian pints can be capered more .
The factors of teaching

the selection

of pints in clues trained

professionals(painters ), knowledge of paints products and good color

selection

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7. Conclusion & Suggestions

SUGGESTION
The following suggestions are giving to the Asian paints that all are,
More advertisement should be done in order to create the awareness
More offer & scheme should be offered to the customers
Promotional activities should be done

CONCLUSION
After the all the survey of the Asian paints. The all the product of the Asian
paints are better than offer. That is also said by the people opinion. The interior
and exterior product is best in a different-different quality. Asian paints quality is
best them compare to the other.
In this practical study report is teach me a lot of things. In that the how can be
survey done and which method is suitable for survey that all are experience by
me.
The advertisement of the Asian paints that should be a very effective it is
benefited to the company. The company can use a better media for aware about
the Asian paints.
The promotional activities are done by the company it is nice but they give more
offer & scheme to the customer.

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8. LIMITATION OF RESEARCH
The followings are the limitation of the research.
Sample size of 100 units may not be sufficient to draw the
accurate conclusion.
The findings are based on the research in Rajkot city only
and thus the conclusion may not be true for other cities.
There is a chance of error due to sampling procedure
undertaken.
Some important aspects affecting the consumer and
preference of consumer in terms.

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9. BIBLIOGRAPHY
PAREEK P., (2016). a Study on Perception of End-Users towards Various
Paint Brands In Ahmedabad and North Gujarat. Elk Asia Pacific Journal
Of Marketing And Retail Management, 7(1) 1-15
Sundaram Rajagopalan (2013), Changing Consumer Behaviour Patterns
of Indian Middle Class, http://www.iesingapore.gov.sg/wps/wcm/connect

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

of Impact of Asian Paints on Customer Satisfaction in the City Of Jodhpur.
IJMT, 19(2).84-98
Anurag (2007), Consumer Behavior And Buying Decision Making,
http://www.123eng.Com/Forum/Index.Php . (Retrieved On 16.02.2007)
Indian Paint Company, waterproofing & home painting solutions. (2016).
Retrieved August 3, 2016, from http://www.asianpaints.com In-line
Citation: (Indian paint company, waterproofing & home painting
solutions, 2016)
Kotler,

P.

(1999).

Marketing

management:

[analysis,

planning,

implementation, and control]. United States: Pearson Education (US). Inline Citation: (Kotler, 1999)

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Respected Sir/Madam,
I, Omakar Gosai, student of M.B.A from Marwadi Education Foundations Group
of Institutions, I am conducting survey on A Study on Consumer
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Buying Behavior towards Paint as a part of my curriculum. I request you

to spare few minutes of your valuable time to fill up this questionnaire. I ensure
that information provided by you will be kept confidential and used for academic
purpose only.
________________________________________________________________
Name: _________________________________________________
Contact number: ___________________ Residence Area: _________________
Occupation: _____________________
1) What is the size of your House?
A. 1BHK
B. 2BHK
C. BHK
D. More than 3 BHK

2) What type of house do you own?

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

3) When did you paint your house last time?

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

4) What type of paint was used last time?

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

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

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

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

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

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

8) How was your experience during last time ?

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

9) Have you ever heard about wallpapers?

A. Yes
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B. No

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

A. Yes(specify time )
B. No

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

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