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RESEARCH PROJECT REPORT
                                 On


          ““CONSUMER BUYING BEHAVIOR

              TOWARDS PAINT SEGMENT”


       SUBMITTED IN PARTIAL FULFILMENT FOR THE DEGREE OF


             MASTER OF BUSINESS ADMINISTRATION
                                  of
              PUNJAB TECHNICAL UNIVERSITY, JALANDHAR
                                 By
                           ISHAN SUKLA
                            94302236186
                          MBA 4th SEMESTER


                     UNDER THE SUPERVISION OF
                          Lect. Mrs. Sunayna




    Chandigarh Business School, Landran, Mohali (Punjab)
                             2009-2011

1
Declaration

I, hereby, declare that the research project report title“CONSUMER
BUYING BEHAVIORTOWARDS PAINT SEGMENT” is my
original contribution and the same has not been submitted earlier.




    Date: 19/4/2011                               (ISHAN SUKLA)
                                              ROLL NO. 94302236186
                                                       M.B.A (4th )Sem.
                                           Chandigarh Business School




2
ACKNOWLEDGEMENT
For achieving any destination, efforts are the path. On the path, we
meet lots of people who support us to make our journey memorable &
few of them accompany us till we get the goal. After getting the goal we
must not forget the presence of such people who made our journey
easier. I express my sincere regard & my gratitude to all of them.
    First of all, I bow with reverence & gratitude to thank the
ALMIGHTY who has enriched me with such a golden opportunity &
infused the power in my mind to fulfill the task assigned to me.
    I also extend my sincere thanks to all the staff members of this
reputed organizations who encouraged me and gave me valuable
information about the company.
      I render my sincere thanks to lect Sunayna. , for her valued
suggestions & constructive criticism.
    Finally my sincere regards & gratitude are due towards my parents
Mr.       Suresh     sharma       &      Mrs.      Sukanya         sharma.
for their moral support & encouragement to work on this project. They
were always bringing a positive threshold for me even after getting
victimized by my anger & irritation. I bow my head in front of them &
will never be able to unsolder their debt. They acted as a booster with
their inspirational words.
I would like to thank Google without which the project writing would
have been very much hectic & difficult job.




3
PREFACE


“Knowing is not enough, we must apply; willing is not enough, we
must do”. Education becomes more meaningful when its theoretical
aspects are combined with practical experience. This provides an
opportunity to the students to improve their understanding of the
studies.
―A customer is an essential part of our business-not an outsider.
Customer is not just money in the cash register. He is the human being
with the feelings and deserves to be treated with respect.‖

Adam Smith states, ―The capacities of individuals depended on their
access to education‖.




4
CERTIFICATE OF ORGANIZATION

This is to certify that Mr. / Ms. Ishan Sukla Roll No. 94302236186 has
completed the research project titled ―CONSUMER BUYING
BEHAVIORTOWARDS PAINT SEGMENT” under my supervision in
partial fulfilment of the MASTER OF BUSINESS ADMINISTRATION
DEGREE/PGDM approved by AICTE ( of university‘s name Punjab
Technical University for MBA only).




     DATE:                                  (Mrs. SUNAINA VERMA)
     PLACE:                                 LECTURER




                         (DR. JAI PRAKASH )
                                DEAN




5
CONTENTS
1.    Executive summary                      7

2.    The Indian paint industry              10

3.    Asian Paint India Ltd.                 15

4.    Company profile                        20

5.    Consumer buying behavior               33

6.    Research Methodology                   45

7.    Data analysis                          54

8.    Findings                               66

9.    Swot analysis                          68

10.   Recommendation                         79

11.   Limitation                             81

12.   Conclusion                             83

13.   Questionnaire                          86

14.   Bibliography                           91




6
7
EXECUTIVE SUMMARY

The Indian Paints & consumer behaviour to purchase with a variety of new players &

product flooding the market. The Indian market, which is under transition, is also getting

more and more competitive both in terms of consumption and quality consciousness. A

booming paints and varnish industry has resulted innovate marketing techniques come

into play. All major players like Modi Paints, Nerolac Paints, Berger Paints and few other

players are trying to strengthen there retailing operations with different marketing

strategies/techniques because the paints and varnish industries come under the impulse

category where factor like supply change management. The width of distribution,

advertisement, packing & communication make all the differences.

In the background of the above scenario, it was decided by the company to carry out a

research to determine what dealer think about Asian Paints and Varnish. Is Asian Paints

and Varnish gives value for money, means total satisfaction or not.

This Project which was assigned to me is basically a dealer survey through out the

project. I had find out the image of the product, purchase behaviour of consumer from

dealer, their expection the reasons of satisfaction and dissatisfaction.




8
ACE

The aim of management course is not to produce readymade manager but rather to

develop a habit of thinking rationally based on the scientific principle of management.

The post contents of theory of management endeavors to the scientific in nature while its

application and presentation in the real business would remain a target to be developed by

the individual.



The purpose of introducing the student of management to the business world is to help

the student to correlate and integrate the theory practice .The practical training too is

essential part of the management course.




9
10
THE INDIAN PAINT INDUSTRY

sThe Indian paint industry did not fall under the protected ‗priority‘ sectors as established

by the Indian government. Therefore, this industry was open to foreign players. Strategic

groups within the industry were primarily based on cost profiles. Large players, or the

―organized sector‖ as it is called by analysts, primarily focussed on conformance and

performance quality at a reasonable price.



Small local players usually focused on low cost with very little or no concern for quality.

Still they made up 30% of the overall market it terms of sales. The rural customer in India

buys primarily on price and small local players could supply paint at 50 to 60% of the

price of the organized sector. The cost advantage of the small local players was driven by

several factors: cash transactions (income and sales tax evasion), excise tax breaks for

small scale producers, price based vendor switching for raw materials (such as pigments),

and low overhead from skeleton operations and less costly manufacturing processes (such

as no effluent treatment and little quality control).



Since the government declared its intention to rationalize taxes (i.e. no advantage to small

scale and therefore less evasion) and the environmental movement gathered more

momentum (e.g. Meneka Gandhi‘s, the former prime minister‘s sister-in-law, lobbying

efforts were at a peak when 25% of chemical plants were shut down in Gujarat, a state in

western India, due to non-compliance with environmental requirements), cost advantages

to the small local players would fade. Industry analysts expected the small-scale market

share to dip to 10% by the year 2000.


11
The paint industry was divided into two consumer segments: Industrial (such as

automotive) and Decorative (such as housing).



The organized sector was divided as follows:

COMPANY                  DECORATI         INDUSTRI       OVERALL         ESTIMATED

                         VE               AL                             PAINT

                                                                         REVENUES

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

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

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

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

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

Growth Rate              8-9%             18%            11%

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

* Since these companies strive to match their product sales to the market (i.e. 70% : 30%)

they maintain similar market share in each segment.



Based on industry reports some of the trends taking shape in the Indian paint industry

were as follows:

i.     Internationally, industrial and decorative paints have 50:50 share of the overall

       market. In India, the ratio was 30:70 for industrial to decorative paints. This ratio

       would shift towards the international mix over the next 10 years.


12
ii.      INDUSTRIAL SEGMENT:

      Automotive paints accounted for over 50 percent of the industrial paint market.

      Goodlass Nerolac (GN) had an alliance with the US based DuPont since 1996 to

      garner a large share of the automotive paint market. They supplied 90% of the paint

      requirements of Maruti, the largest car manufacturer in India (83% market share in

      the Indian car market). The five million liters per year automotive refinishes market

      was expected to grow at a rate of 25 percent if the automobile sector grew at a rate of

      15 percent per year. Jenson & Nicholson (J&N) entered into a 50:50 partnership with

      Herberts GmbH of Germany to produce automotive refinishes.

      Powder coating paint for white goods (like washing machines and refrigerators)

      accounted for 10 % market share of the industrial paints segment. In powder coatings,

      GN was a market leader supplying to consumer durable companies like Godrej,

      Voltas and Whirlpool. GN had an alliance with Valspar Corporation of the US to

      manufacture powder coatings.

      Marine paints accounted for 8% of the market. J&N had an alliance with Chogoku

      Marine Paints of Japan to manufacture bio-friendly marine paints. The market size for

      marine paints was estimated at Rs 400 MM.

      Special purpose paints had a 16 % market share.




13
iii.   DECORATIVE SEGMENT: While the decorative segment was growing,

       the players were aware of its decreasing importance. The latest trend in decorative

       paints was tinting systems. Tinting systems were mix and match assemblies at

       hardware stores, which had the potential to drastically alter distribution channels

       with the reduction of inventory. They involved 6-18 basic shades which could me

       mixed at the store in a small vibro-shaker. An example was Berger‘s Color Bank

       system or ICI‘s Colour SolutionTM.




14
15
ASIAN PAINTS INDIA LTD.

In 1942, four partners got together to manufacture paint in a garage in Bombay. The

company was named Asian Oil and Paint Company; a name picked at random from a

telephone directory. Up against giant international paint companies, Asian Paints hit on

the innovative marketing strategy of reaching consumers in the remotest corners of the

country with its small, conveniently sized packs. During the 1950‘s the company grew

from being a family-managed, small-time paint manufacturer to a professionally

managed organization competing with the best companies in the world. By 1967, through

innovative R&D and ambitious grass-roots marketing, forming strong relationships with

thousands of paint dealers in small towns all over India, the company jolted its

multinational competitors by emerging as India‘s number one paint company. [See

Exhibits 1, 2, 3, 6,and 7 for more company information]

For the next thirty years they maintained their position as market leader through a four

pronged strategy –

i.     Excellent marketing

ii.    Intensive distribution

iii.   Leadership in Information Technology, and

iv.    Recruitment of young management professionals.

In 1996-97 AP‘s total sales reached $175 million, almost double that of Goodlass Nerolac

Paints, (1996-97 sales $94 million) the number two paint company in the country. Asian

Paints had strengthened its technological capabilities through agreements with Nippon

Paints of Japan for automotive and powder coatings, Sigma Coatings BV of Netherlands




16
for marine and high-performance coatings, and PPG Industries of USA for the cathodic

electrodeposition technology - a much needed enhancement for its automotive business.



Prior to the KMCC/ICI sale, the ownership of the company was as follows:

Chokseys                                    9.50%



Danis, Vakils, and Chowksis                 41.06%



Total by Promoters                          50.56%

Foreign Institutional Investors             11.52%

Non-resident Indians                        10.19%

Individual Investors and Public             27.73%




17
INTRODUCTION OF PAINT

WHAT IS PAINT ALL ABOUT

Can anyone imagine life without Colour? The Answer is absolutely ―No‖. So we may say

that Paint‘s some thing which add colour to life in Indian people used to whitewash their

henses or festore occasions particularly in Dewali, Id, X-mas day etc. For this purpose

they used the things called choona(Calcium Hydroxide) but present situation is no longer

some with the advent of new sophisticated technologies thing have changed a lot.



First let us why Paint and Primer are used. Ancient used paint (Naturally Occuring) as a

Necessity and only for decorated purpose but now Paint and Primers are used other than

decorated purpose besides previous used Paint and Primers are used as auto corrosive

agent.



We know that Corrosion Cause huge losses to complainers. An estimate of Corrosion

Reveals that around Rs.1000 crores is lost because of Corrosion.Which is nearly double

the sales turnover of Paints Industry. The paint is most cheapest way perfect as well as

provide a decorative look to the valuable Asserts paint cost less than 2.5% of total cost of

the assets on which to is applied protective coating thus play a crucial role in the

combating corrosion.

According to the use of solvents for the applying purpose paint canbe classified into two

categories.

Oil Based Paints


18
Water Based Paints

In India Oil Based Paints are commonly used but they are somewhat costly because of oil

used globally water based paints are preferred in order to produced paints. Certain Raw

materials are needed.

The required Raw materials are

Pigments

Resins

Solvents

Additives

Adulterants

Let us see what above material meant for the paint manufacturing we will see it through

one by one.




19
20
ASIAN PAINTS

                              COMPANY PROFILE

BACKGROUND

Champaklal H Choksey, Chimanlal Choksi, SC Dani and A Vakil set up APIL, in 1942

as a partnership firm .In 1945, it was converted into a private limited company, under the

name of Asian Oil and Paint Co Pvt. Ltd. In 1965, the name was change to Asian Paints

(India) Pvt. Ltd. In 1973, it was converted into a public limited company.

APIL‘s first plant came up in Bhandup in 1957 .It has three other plants located at

Ankeleshwar (1981), Patancheru (1985) and Kasna (1990) .All the plants have captive

resin manufacturing faculties and are capable of producing the entire range of paints.

APIL also manufactures a key raw material Phthalic Anhydride, at its Ankleshwar plant,

30 % of which is costively consumed. Earlier APIL used to also manufacture another raw

material, vinyl pyridine latex, which was later hived off onto a separate company, under

the name of Apcotex Lattices Ltd.

Capacity expansions have come in a phased manner. Productivity at the Bhandup plant

has been lackluster. Through a AVS scheme introduced in 1993, APIL was able to cut

back workforce. Investment in information technology, especially in the areas of

production and distribution logistics has helped APIL improve its operating efficiency .In

FY96 APIL‘s ailing subsidiary Pentasia Chemicals Ltd. was merged with APIL.




21
Locations

APIL has 4paints manufacturing plants .The oldest plant is at Bhandup in Mumabi .The

other plants are at Ankleshwar in Gujarat , Patancheru in Andhra Pradesh and Kasna in

Uttar Pradesh .The Phthalic anhydride plant is located at Ankleshwar in Gujarat. Penta

plant (result of PCL merger) is located at Cuddalore in Tamil Nadu .The installed

Capacity of each manufacturing facilities are:




Manufacturing facilities              Installed capacity (TAP)

Bhandaup, Mumbai                      20,000

Ankleshwar                            50,000

Patancheru Andhra Pradesh             50,000

Kasna ,Uttar Pradesh                  42,700

Total                                 162,700




APIL ,India‘s largest Paints Company , is the market leader in decorative paints .It has

remained focused on core business and has consistently improved operating efficiencies

.The company has registered a net profile of Rs 1064mn in Fy 01 as compared to Rs 973

mn in the previous year.

Paints sector can be segmented application wise , as decorative paints and industrial

paints . While both are characterized by low capital costs and high working capital

intensive, ht latter requires special technology. Capacities are normally set up close to

22
markets, so as to be able to offer multitude of shades and colors to customers. Brand

building and dealer network act as effective entry barriers. Demand is seasonal in nature

– low during monsoon, high during festivals.




Domestic paints sector , dominated by decorative paints (70%) is expected to undergo a

structural shift towards industrial paints , as cross –border tie-ups in industrial paints are

becoming order of the day. Most organized sector players are established with well-

entrenched distribution network and established brands. Threat of global competition in is

minimal. The underdeveloped industrial paints market hold maximum growth potential,

albeit competition, product innovations and a fight for superior distribution network.

Focussed on decorative paints segment, APIL is set gain the maximum amongst the peer

members from the uptrend in the housing sector .The company is restructuring its

operations into three    SBUs and has set target to be amongst the top ten decorative

manufactures in the world by 2003. APIL is investing heavily in dealer tinting machine

―Colour World ‖and IT technologies to keep ahead of competition .APIL has set target of

Gross sales of Rs21bn by 2003and earning growth of above 20% . It also has set a vision

to be among the top five paint companies worldwide by 2005.On export front , the

company is looking out for alliances/ takeover in the emerging markets of Asia.




23
SALES BREAKUP

Period ended             03/08      03/09      03/10      03/11


No. of months            12         12         12         12


Sales values (Rs mn)

Formaldehyde             0.4        0.2        -          -

Miscellaneous            165.4      125.7      121.0      145.7

Penta erythritol         280.1      251.1      22237      216.7

Phathalic anhydride      618.6      485.7      695.2      792.0

Paints   , varnishes   , 9,111.9    10,339.9   12,212.2   13,7396

enamels& oils

Sodium formate           14.3       14.1       15.0       20.7

Others                   -          237.       79.2       21.3


Sales volume (unit)

Formaldehyde(Ton         31.0       10.0       -          -

Miscellaneous(Ton)       3,146.0    2,573.0    2,518.0    2,712.0

Penta                    2,829.0    2,831.0    2,867.0    2,839.0

erythritol(Ton)

Phathalic                17,376.0   16,688.0   19,060.0   20,195.0




24
anhydride(Ton)

Paints   , varnishes   , 116,9420   131,2840   162,110.0   181,271.0

enamels & oils

(Ton)

Sodiumformate(Ton)       971.0      1,414.0    1,156.0     1,366.0




25
RAW MATERIAL USED IN THE MANUFACTURE OF

                                       PAINTS


Five types of raw material are used in the manufacture of paints, these are:



A. PIGMENTS:

The materials added to the paints to obtain desired final colour and to give opaqueness

to the paint are called colouring pigments. Few of the commonly used pigments are;

           1. Chrome Pigments

           2. Thellocynine (for blue colur)

           3. Thellocynine ( for green colur)

           4. Red Oxide /Halo Oxide/Hensa Red (for red colour)

           5. Hensa Yellow(for yellow colur)

           6. Carbon Black (for black colour)




26
B .RESINS:

The materials used in paints to give it the property of binding it with other ingredients

and causes it to adhere to the surface to be painted are called resins. These are also used

proportionally in order to give gloss to the paints. Few kinds of resins are—

     1. Alkid Resins,

     2. Epoxy Resins

     3. Acrylic Resins,

     4. Polyurethance Resins




C. SOLVENTS:

The materials used in paints to help it to spread over the surface are called solvents.

These are also used in oirder to make the paint thick of dilute. I.e. viscosity of paints

depend upon the content of solvent in it. Solvents that are commonly used can be broadly

divided into two categories. They are:

     1. Aromatic-Xyleme, Toulene.

     2. Aliphatic- M.T.O.( Mineral Turpentine Oil)

                        T.O.(Turpentine Oil)




27
D. ADDITIVES:

These are added in order to give some extra properties to and kind of paints i.e. quick

drying, anti-setting, heat resisting etc. So accordingly-

     1. Drying Agents like Litharge

     2. Anti-Setting Agents,

     3. Anti-Skinning Agents

     4. Heat Resisting Agents,etc.




E. ADULTERANTS:

The materials which are used to reduce the cost of paint and also to reduce the weight and

to increase its durability, are called adulterants, barium Soleplate is widely used as an

adulterant because of its cheapness and its property not to react with paints. Calcium

Carbonate, Magnesium Silicate and silica are also used as adulterants.




28
QUALITY POLICY


     Control the wastage of Material during the Manufacturing Process.

     Control of wastage of Human Resources through proper Planning.

     To find out the process by which the wastage can be recycled.

     To established clear objects in between the employees and the employers.

     To create good working environment.

     To maintain the proper level of quality through proper planning.

     To create a good knowledge bank by organizing the training and development

     program in the organization.

     To make best approach to place the right people on the right place at the right

     time with the right sense.




29
FUTURE PLANS

It is well known that Modi Paint and Varnish Company has been manufacturing paints

and varnishes over last 60 years according to the Govt. Std. . The company also fulfill the

Std. Of Association of Paint and Varnishes.

According to the CEO. Mr. Anuj Pasricha & Mr. D.K. Pandey (Manager Sales &

Marketing) of Modi Paint and Varnish Company is going to enter into the Refined

Market in the current year Mr. Modi signed Code of conduct of Association of Paint and

Varnish Manufactures.

According to the company officials the company makes product with keeping the

following Schedule

For Government Concerns

For General Public

For Automobiles etc.




30
PIGMENTS:

The materials added to the paints to obtain desire final colour and to give opaqueness to

the paint are called colouring pigment. Few of the commonly used pigments are

Chrome Pigment

Thellocynine (For blue colour)

Thellocynine (For green colour)

Read Oxide/ Hallo Oxide/ Hensa Red (For red colour)

Carbon Black(For black colour)




RESINS:

The materials used in paints to give it the property of binding it with other in gradients

are caused to adhere two surfaces to be painted are called as Resins.They are used

properly in order to give glassy look to the paint certain reagent.




SOLVENT:

The materials used in paints to help it spread over the surfaces are called solvents. These

are used in order to make the paint thick or dilute viscosity of paints depend upon the

content of solvent in it. Solvents that are commonly used can be broadly divided in to two

categories.

31
Aroimatic- Xylene Touluene

Aliphatic- M.T.O. (Mineral Turpentine Oil)




ADDITIVES:

These are added in order to give extra properties to any kind of paints i.e. quick drawing

anti setting heat and resisting etc. According to need following agents are used

Drying Agent

Anti Setting Agent

Anti Skinning Agent

Heat Resisting Agent




ADULTERANTS:

The materials used to reduced the cost of paint and also to reduce weight and to increase

its durability are called adulterants. Barium Sulphate is widely used as an Adulterants

because of cheapness and its property not to react with paints, Calcium Carbonate,

Magnisium, Silicate, Silica are used as an Adulterants.




32
33
CONSUMER’S BUYING BEHAVIOR

Understanding the buying behavior of the target market is the essential task of marketing
management under the marketing concept.

The consumer market consists of all the individuals and households who buy or acquire
goods and services for personal consumption.

Consumers vary tremendously in age, income, educational level, mobility patterns and

taste.


MODEL OF CONSUMER BEHAVIOR

Due to the growth in the size of firms and markets, marketing decision makers have been

removed from direct contact with their customers. Managers have had to turn to consumer

research. They spend more money in trying to learn : Who buys? How do they buy? When do

they buy? Where do they buy? Why do they buy?

How do consumers respond to various marketing stimuli, arranged by the company, is main

question. Therefore, business & academic researchers have invested much energy in researching

the relationship between marketing stimuli and consumer response.




Outside Stimuli                        Buyers Black box                Buyer responses

Marketing          Other

Product            Economic            Buyer               Buyer       Product choice

Price              Technological       Characteristics     Decision    Brand choice

Place              Political                               Process     Dealer choice

Promotion          Cultural                                            Purchase choice




34
Purchase amount




                               MODEL OF BUYER BEHAVIOR

Their starting point is the stimuli-response model. Above figure shows marketing and other

stimuli entering the buyer‘s ―black box‖ and producing certain responses. The stimuli are of two

types. Marketing stimuli consists of the 4 Ps : Product, Price, Place and Promotions. Other stimuli

consist of major forces and events in the buyer‘s environment economic, technological, political

and cultural. All these stimuli pass through the buyer‘s black box and produce the set of buyer

responses : Product choice, brand choice, dealer choice, purchase timing and purchase amount.




35
MAJOR FACTORS INFLUENCING CONSUMER

                                  BEHAVIOR


Cultural



Culture         Social



                Reference         Personal

                groups


                                  Age   and     life Psychological
                                  Cycle stage
                                  Occupation
                                                     Motivation

                Family                               Perception
Subculture
                                                                       Buyer



                                                     Learning belief
                                                     & attitude


                Roles       and
Social class
                status




           DETAILED MODEL OF FACTORS INFLUENCING BEHAVIOR




36
(A) CULTURAL FACTORS :


Cultural factors exert the broadest and deepest influence on consumer behavior.



CULTURE:


Culture is the most fundamental determinant of a person‘s wants and behavior. The child


growing up in a society learns a basic set of values, perception, preference & behavior


through a process of specialization involving the family & other key institutions.



SUBCULTURE:


Each culture contains smaller groups of subcultures that provide more specific


identification & socialization for its members. Four types of sub culture can be


distinguished.


(i) Nationality groups.


(ii) Religious groups.


(iii) Racial groups


(iv) Geographical areas.




37
SOCIAL CLASS:

Virtually all human societies exhibit social stratification. More frequently, stratification

takes the form of social classes. Social classes are relatively homogenously and enduring

divisions in a society, which are hierarchy ordered and whose members share similar

values, interests, and behavior.

(B) SOCIAL FACTORS:


A consumers behavior is also influenced by social factors, such as the consumer‘s


reference groups, family, and social roles and statuses.


(i) REFERENCE GROUPS:


A person‘s reference groups are those groups that have a direct or indirect influence on


the persons attitudes or behaviors. Groups influence will be stronger for products that will


be visible to others whom the buyer respect.


(ii) FAMILY:


Members of the buyer‘s family can exercise a strong influence on the buyer‘s behavior.


The family of orientation consists one‘s parents. From parents a person acquires an


orientation toward religion politics, & economics and a sense of personal ambition self-


worth & love. The following products and services fall under such.



38
• Husband-dominant : Life insurance, automobiles


• Wife-dominant               : Mixer, Washing Machine, and Kitchenware


• Equal                : Housing, Entertainment, and Housing Furniture


(iii) ROLES AND STATUSES:


Participating of buyer in the different groups as clubs, organization influence his/her


buying behavior. His/her position in the different groups can be termed as roles & status.


A role consists of the activities that a person is expected to perform according to the


persons around him/her. Each role carries a status reflecting the general esteem :


accorded to it by society.




39
( C ) PERSONAL FACTORS:


Personal factors a buyer‘s decisions by his/her personal characteristics, occupation,


economic circumstances, life style, and personality & self- concept.


(i) AGE & LIFE CYCLE STAGE:


People change the goods and services; they buy over their life time. They eat baby food


in childhood, most foods in the young age and special diets in the later year.


(ii) OCCUPATION:


A person‘s consumption pattern is also influenced by his or her occupation. A blue-chip


worker will purchase good clothes, care etc.


(iii) ECONOMIC CIRCUMSTANCES:


A person‘s economic circumstances will greatly affect product choice. His economics


circumstances consists of their spend able income, saving & assets, borrowing power.


(iv) LIFE-STYLE:


A person‘s life style is that person‘s pattern of living in the world as expressed in the


person‘s activities, interests & opinions.




40
(d) PSYCHOLOGICAL FACTORS:


A person‘s‘ buying choices are also influenced by four major psychological factors-


(1) Motivation


(2) Perception


(3) Learning


(4) Beliefs and Attitudes


( E) BUYING ROLE:


For many products, it is easy to identify the buyer. Men buy shaving Cream, Razor,


Cigarette etc. While cosmetic, pantyhose etc.


Thus, we can distinguish several roles people may play in a buying decision.


Initiator        : One who first suggests or thinks of the idea of buying the particular


                 product or service.


Influencers      : One whose views or advice carries some weight in making


                  the final decision.


Decider          : One who ultimately determines any part of, or the entire


                   buying decision whether to buy, what to buy, or where to Buy.

41
Buyer   : One who makes the actual purchase.


User    : One who consumes or uses the product or service.




42
TYPES OF BUYING BEHAVIOR

There are four types of consumer buying behavior based on the degree of buyer


involvement in the purchase and the degree of differences among brands.



                              High involvement              Low involvement

Significant                   Complex buying                Variety    seeking   buying

                                                            behavior
Differences                   Behavior

Between brand

Few     difference   between Dissonance reducing buying Habitual buying behavior

brand                         behavior




(a) COMPLEX BUYING BEHAVIOR


Consumers go through complex buying behavior when they are involved in a purchase


and aware of significant difference existing among brands. Consumers are highly


involved ma purchase when it in expensive, risky and highly expressive.




43
(b) DISSONANCE - REDUCING BUYING BEHAVIOR


When the consumers are highly involved in a purchase but see little differences in the


brands. It in based on the fact that the purchase is expensive, infrequent & risky. For


example, shopping for carpet.


(c) HABITUAL BUYING BEHAVIOR


Many products are bought under conditions of low consumer involvement and absence of


significant brand differences. A good example is the purchase of salt.


(d) VARIETY-SEEKING BUYING BEHAVIOR


Some buying situations are characterized by low consumer involvement but significant


brand difference e.g. in purchasing cookies.




44
45
RESEARCH METHODOLOGY


 Research methodology is a systematic way, which consists of series of action or steps

 necessary to effectively carry out research and the desired sequencing of these steps. The

 marketing research is a process of involves a number of interrelated activities which

 overlap and do rigidly follow a particular sequence. It consists of the following steps.



     1. Formulating the objectives of the study

     2. Designing the methods of data collection

     3. Selecting sample plan

     4. Collecting the data

     5. Processing and analyzing the data

     6. Reporting the findings




46
Objective of the study
      (Effectiveness of sales promotion in print

     media, consumer perception about scheme)
                Research design
                    scheme)
          (Descriptive research design)



                 Sample design
     (Random sampling design)

                 Data collection
     (primary data collection ,secondary data
                    collection)

           Data analysis



        Reporting of findings




47
OBJECTIVE OF THE STUDY


The main objectives of conducting research on ―To study the consumer behavior among

urbanites for paints‖ are following—



      To study the awareness of paints.

      To study the purchasing behavior of urban people.

      To study the pre purchase behavior of paints,

      To study the post purchase behavior of paints.




48
AREA COVERED

These are the places where I have collected data related my research project report



      Ghaziabad :-    1. Raj nagar

                      2. Shastri nagar

                      3. Kavi nagar




DATA COLLECTION



Sample                                        No. of respondent

Consumer                                      100




49
DATA COLLECTION

PRIMARY DATA


The primary data are those data which are collected afresh and for the first time

and happen to be original in character. The primary data to be collected for the

study are----



       By interviewing to the Marketing people.

       By structured questionnaire.


SECONDARY DATA:-


Secondary data are those data have already been collected by someone else and

which already had been passed through the statistically process. The secondry data

to be collected fore the study are ---

       Annual reports of each news paper company.

       Newspapers, magazines, journals, books.

       By internet websites




50
RESEARCH INSTRUMENTS

STRUCTURED QUESTIONNAIRE

A questionnaire consists of a number of questions printed or typed in a definite order or set

of forms. It is the set of questions presented to the respondents for their answer. In my

study I‘ll be used structured questionnaire because sequence or series are required to ask

the question to respondent.




DATA ANALYSIS

Data analysis refers to the computation of certain measures along with searching for

patterns of relationship that exist along data groups, as the objective of study is already

divided in to two main parts, thus the data analysis of collected data is primary divide in to

two divisions as the field is completed and questionnaire have been received the task is to

prepare the ---

                  Consumer Behavior




51
RESEARCH DESIGN

In my study, Descriptive research design are used because it provides information in a

described manner which is relevant to a research project . in this research design the

objective of the study is clearly defined and have accurate method of measurement with a

clear cut definition.



SAMPLING DESIGN

A Sample design is a definite plan for obtaining a sample from a given population . it

refers to the technique or the procedure adopted

In selecting items for the sample. The main constituents of the sampling design below-

        Sampling unit

        Sample size

        Sampling procedures




52
SAMPLING UNIT

A sampling framework i.e. developed for the target population that will be sampled i.e.

who is to be surveyed –

           Consumer behavior



SAMPLE SIZE

It is the substantial portions of the target population that are sampled achieve reliable

results.

              Sample size-     100




RANDOM SAMPLING

Random sampling is chosen for my study. Probability sampling is also is also known as

―Random sampling‖ or ―chance sampling‖. Under this sampling design, every item of the

universe has an equal chance of inclusion in the sample it is, so to say, a lottery method in

which individual units are picked up from the whole group not deliberately but by some

mechanical process. Here it is blind chance alone that determine whether one item or the

other is selected. The result obtained sampling can be assured in the terms of probability

i.e. we can measure the error of estimation or the significance of result obtained from a

random sample, and this fact bring out the superiority of random sampling design over

the deliberate sampling design.




53
54
NAME THE PAINTS YOU BUY




Paints                            No. of respondent                       Percentage of respondent

paints                           45                                       45%

Nerolac paints                   25                                       25%

Berger paints                    15                                       15%

Others                           15                                       15%




                  50         45
                  40
                  30                         25
                                                          15         15         Series1
                  20
                  10
                   0
                                                         ts



                                                                    rs
                                          s
                            ts



                                        nt



                                                       in



                                                                  he
                          in



                                         i



                                                     pa
                                      pa
                        pa




                                                               ot
                                                  er
                                   c
                   an



                                 la



                                                rg
                    i



                               ro



                                              be
                 as



                             ne




55
Interpretation:



     1. 45 % consumer prefer to Paint.

     2. 25% consumer prefer to Nerolac Paint.

     3. 15 % consumer prefer to Berger paint.

     4. 15% consumer prefer to other paint.




               DO YOU AWARE OF ALL TYPE OF PAINTS



Awareness                       No. of respondent   Percentage of respondent

Yes                             55                  55%

Can‘t say                       15                  15%

No                              30                  30%




56
60
                  50
                  40
                  30                                   Series1
                  20
                  10
                   0
                           yes        can't say   no




Interpretation:



     1. 55 % consumer aware to yes.

     2. 15% consumer aware to can‘t say.

     3. 30 % consume aware to no.




57
WHO IS THE DECIDER AT YOUR HOME


Decider             No. of respondent                  Percentage of respondent

Father              45                                 45%

Mother              35                                 35%

Wife                15                                 15%

Other               5                                  5%



             50

             40

             30
                                                             Series1
             20

             10

              0
                   father   mother      wife   other




         Interpretation:-

     4. 45% chance decide to father.

     5. 35% chance decide to mother.

     3. 15% chance decide to wife.

     4. 5% chance decide to other.




58
FROM WHERE U COME TO KNOW ABOUT PAINTS


Sources                              No. of respondent                    %age of respondent

For advertisement                    55                                   55%

For magazine                         25                                   25%

Other sources                        20                                   20%




                60
                50
                40
                30                                                       Series1
                20
                10
                     advertisement




                                                         other sources




                 0
                                          for magazine
                         for




59
Interpretation:-

     1. 55% for advertisement.

     2. 25% for magazine.

     3. 20% for other sources.




60
PLACE FROM YOU BUY THIS PAINT


Place                            No. of respondent           percentage of respondent

Market                           35                          35%

Super market                     15                          15%

Shop                             40                          40%

Supplier                         10                          10%




             50
             40
             30                                          Series1
             20                                          Series2
             10
               0
                    market   super     shop   supplier
                             market




Interpretation:

     1. 35% buy to the market.

     2. 15% buy to the supermarket.

     3. 40% buy to the shop.

     4. 10% buy to the supplier.




61
WHO INFLUENCE YOU TO BUY PARTICULAR PAINTS


Influences                       No. of respondent                   percentage of

                                                                     respondent

Friend                           15                                  15%

Family                           25                                  25%

Advertisement                    45                                  45%

Other                            15                                  15%




                                          %

              50
              40
              30                                                      %
              20
              10
               0
                                              Advertisemen
                      Friend



                                 Family




                                                             other
                                                   t




Interpretation:-

     1. 15% influence by the Friend.

     2. 25% influence by the Family.

     3. 45% influence by the advertisement.

     4. 15% influence by the other.


62
HOW FREQUENTLY YOU USE PAINTS


  WHICH BRAND YOU CONSIDER BEFORE PURCHASING THE

                                         PAINTS



Brand consider                   No. of respondent                percentage of respondent

paint                            38                               38%

Nerolac                          30                               30%

Berger                           27                               27%

Can‘t say                        5                                5%




                                         %

            40

            30

            20                                                    %
            10
            0
                 Asian paint   Nerolac       Berger   Can’t say




63
Interpretation:-



     1. 38% considering the paint.

     2. 30% considering the Nerolac paints.

     3. 27% considering the Berger paints.

     4. 5% considering the can‘t say.




                   WHICH BRAND IS MOST EFFECTIVE



Effectiveness                    No. of respondent                percentage of

                                                                  respondent

Paints                           40                               40%

Nerolac                          30                               30%

Berger                           20                               20%

Other                            10                               10%




                                             %

                  50
                  40
                  30
                                                                        %
                  20
                  10
                   0
                        Asian     Nerolac        Berger   Other
                        Paints




64
Interpretation:-



     1. 40% say the paint is Most effective.

     2. 30% say the Nerolac is Most effective.

     3. 20% say the berger paint is most effective.

     4. 10% say the other paint is most effective.




65
66
FINDINGS

     1.   paint is leader in the area of Ghaziabad.

     2. Nerolac is the main competitor of paints.

     3. Advertising of paint is very supporting to increase the sell of paint.

     4.   paint has competitor price in Indian market.

     5.   paint has competitor price Indian market.

     6. Sales promotion is another reason for increasing the ell of paint.

     7. The consumer believes in the quality of paint.

     8. All, the consumer who use the paint they are fully satisfied of this result.




67
68
SWOT - ANALYSIS



STRENGTHS

1.   A major change in the consumption pattern within the decorative segment is the

     preference for water based paints. In India the most widely –used paints , till

     recently , were the solvent – based paint even when water – based paints are more

     eco-friendly and easy to use .The government regarded water based paints as a

     luxury item and consequently taxes on input as well the finished products were kept

     high thus making them unaffordable to the middle class .While the western would

     was moving away from solvent based paints for environment reasons ,India was

     India was in a way primitive the use of these paints .But with duties rationalized and

     cost and price coming down the most preferred ones are for decorative purposes.

2.   Industrial paints ate growing at a much heallthiesr5 rate then decorative segment

     .The main reason could be the entry of worlds major in the Indian automobile sector

     .Till recently the only foreign players on the Indian passenger car market was the

     Japanese giant , Suzuki Motors .However , today there are at least six global cat

     major operating in India. Korean major , Daewoo ; French car manufactures ,

     Peugeot ; the German auto giant ; Mercedes and Opel and the American Ford , are

     here to stay having set up base despite some initial wrangles over export obligation

     .And , this setting up of bases necessarily implicates towards their needs for

     industrial paint which they will be procuring from domestic marker , because

     otherwise it will be that much costlier for them to export it from anywhere else.



69
3.   The way companies operation have also under gone a drastic change – more choice

     for the customer .The shade card game started by Paints some eight years ago with

     its slogan ―Mera Wala green‖, is now being played by mostly all major players.

4.   While the customer gets a wide choice and better service the company benefits in

     two ways .One as stock has to be maintained only in one colour (the base colour ,

     white ) the company saves inventory carrying costs .Second , as the missing is done

     only on orders the company does not take the risk of stocking pre-mixed colour

     shads with the dealer which might not get sold at all .All this means financial saving

     .Also the tends to the most preferred shade can be determined by the company and

     the production can be carried on accordingly.




70
WEAKNESSES

     A. People would love to have colorful walls , but definitely not dusty floors and

        oily odorous .Sadly the former is not possible without the latter and it is the

        paint industry which stand to suffer.

     B. It may seem implausible , yet it is true .The inconvenience of painting alone

        is not the cause for a slowdown in the paints industry .But it certainly adds on

        to the following socioeconomic factors :




     1.Imbalanced consumption pattern- The per capita consumption of pains

     in India is low 0.32 kg as against 25 kg in the US. Further , the imbalance in

     consumption takes two forms. First the ratio of pains consumed for decorative

     and industrial purpose in India is 70 :30 Elsewhere the ratio is diametrically the

     opposite , s it should be .Thus due to neglect of industrial protective use of paints

     , India looses over Rs. 4,000 crore on account of corrosion .(Industrial paint are

     made using red oxide, aluminum , zinc chrome ,bitumen etc. They posses

     properties like water and electricity resistance and rust prevention and hence are

     widely used of protection of steel concrete and wood )




     Then there is also rural –urban imbalance .Paint being dubbed a luxury continue

     to be increasingly sole in the metropolitan cities and big towns .though pain

     companies have start to reach out to village a vast rural marker still remains

     untapped .


71
2. Primitive technology- The making of paint primarily involve the blending of

     300 different item in various proportions .In most varieties of pains the technology

     level is not very high .The capital cost per tonne is Fairly low at Rs. 12 crore for

     25,000 tonnes . This has enables 2,000 small unit to set up manufacturing facilities

     and peck away at 50 % of total Indian pains market ,the other 50% is accounted for

     by 24 units in the organised sector .




     3. High cost structure – The paints industry is raw material intensive .Nearly

     70% of the raw materials are perto base (white spirit, xylene, toluene , butanol etc. )

     Another major raw material titanium dioxide , has to be imported in large q2uantities

     .To top it all is the nearly 36% excise levy (a 6% rise in the latest budget ).The irony

     is that the government account for nearly 40% of the total paints sold in the country

     .So industry source argue that every increase in excise means a corresponding higher

     government outlay on paints. The excise structure reflects the luxury image of paints.

4. Other factors- These include the monsoons and the growth in the housing sector

     .In fact , monsoons have a dual effect on the industry .On the one hand there is vary

     little painting work done during the monsoon s. But at the same time, a Good

     monsoon increases the purchasing power of the framers paving the way for higher

     sales .


72
OPPORTUNITIES

1. Unlike the decorative paints segment which is expected to grow at a slow rate of 3-

     4% the demand for industrial paints is rising at an average rate of 10% .Industrial

     paints have fairly high value addition d require a level of technology which cannot

     be easily matched by the small sector ,The market leader seem to have taken

     congnisance of this fact. For instance ,. paints has tie up with Devoe Marine Coating

     of Us for marine painting .It has also tie up with Nippon paints of Japan for a coil

     coating and powdered coating .Like wise ,Goodlass Nerolac has allied with Kansai

     Paint for Sophisticated automotive sector paints s.

2. Stagnant demand combined with intense competition has taken its toll on some small

     units .A similar shake up is expected in the organized sector too .Hence , he rfitter

     unit would be better off eyeing takeover targets for expansion rather than going for

     fresh capacities .

3. India has been a continuous importer of titanium dioxide in spits of enormous

     reserves of the raw material , ilmenite. Deposits of ilmenite found along the coasts of

     Kerala ,Tamil Nadu and orissa , are estimated to be around 160 million tones or 12

     % of World resources ,.The quality is also reported to be of a higher grade .Thus

     sooner or later world leaders of titanium dioxide technology (like Du Pont ) will find

     it viable to enter into joint ventures with Indian companies .That should reduce cost

     and selling price and lead to higher sales and profits.

4. Finally , there is immense scope for product innovation liked , in March 1991 ,MRK

     introduced ‗Vapocure‘, an industrial process for product abroad is paint s-cement .It

73
is made by adding ceramic compounds to the basic paint material and gives a better

     ―Finish ― to building exteriors.

Blend all this with economic stability (leading to control over inflation ) and good

monsoons over the next two year (implying overall higher purchasing power ) and the

paint industry can rightly dream of tomorrow many shades brighter than today.




74
THREATS

When it comes to technology , the paints industry presents a strange case .The

manufacturing process of the final product is so primitive that every that every Tom

,Dick and Harry has mastered its! And , even the technology for only Tom ,Dick knows

the major raw material Titanium dioxide(Ti02) and harry!

In other words, manufacture of Ti02 is a closely guarded secret of only a handful of

players worldwide .The include Du point(USA) ,British Titanium Products Ishihare

(Japan) and Kronos (Australia ).Ti01 forms the base whit , for all paints .It comes in two

varieties rutile (used for exteriors ) and antase (preferred for paints used in interiors )

In India there are two unit both in the public sector manufacturing titanium dioxide –

Kerala Minerals and metals (KMML) and Tavancore Titanium products (TTPL)

.Domestic production however is stagnating around16,500 tonne against capacity of

37,000 tonne ,Further ,the quality too leaves a lot to be desire .Hence , imports of Ti02

continue at an increasing rate .

Nearly 70% of Ti02 produced /imported in India goes to the pains industry .Major paint

manufactures have tried to go in for backward integration into some of the raw material

(phthalic anhydride , co-polymers for plastic emulsions etc.) But all effort to make a

foray of Ti02 have not met the success. World rather than pass on technology to other i.e.

whopping 25 parties hold licensed /letter of intent for Ti02 but none have so far

materialize .

So as import bill of companies remain on the upbeat , thanks to the huge import billing

for Ti02 , the margins continue to take a beating.


75
STATEMENT OF THE PROBLEM

WHY THIS STUDY

 To get a general overview of the Indian paint industry.

 To identify the major players.

 To a ascertain the reasons for the industry not picking up.




Question Unanswered (Some recent Facts about the industry).

 Overall industry growth rate declined to 9%-10% in the current year from 12%. The

     industry received a major setback in the fourth quarter due to the recent earthquake in

     Gujarat. Though Paints, Goodlass Nerolac and Berger combined reported a 15%

     growth in sales in the first half of the current year, growth wanted in the second half,

     notably in the fourth quarter.

 The construction activity was subdued in the current year due to a less than average

     monsoon and natural calamities in some of the key Eastern and Southern states. As a

     result the decorative paint demand also declined. The Gujarat earthquake in the fourth

     quarter was more pressing for paints companies.

 Industrial paint demand in the current year dropped due to a 7% decline in passenger

     car sales and a fall in commercial vehicle volumes in the current year. One of the key

     factors was the lower agricultural output, which affected the purchasing power of the

     consumer, notably in the semi-urban and the rural markets. Despite interest rates cuts

     and increase in depreciation rates, automobile demand did not show any sharp

     uptrend in the fourth quarter also.

76
 Rutile titanium dioxide prices moved up from USS 1,800 per tonne last year to more

     than US$ 1,950 per tonne, an increase of more than 11%. Since this account for

     almost 50% of the raw material costs of paint companies, margins were strained.

     Apart from this, prices of other raw material like mineral spind and tarriyl also by

     20% and 18% respectively. Paint companies resorted to an increase in prices during

     the current year, though not commensurate with the rise in input costs.

 Operating margins declined in the current year due to a rise in both raw materials was

     sharp for the industrial paint segment, as these companies could not pass on the rise in

     costs to their customers, primarily the auto companies (as these companies were also

     witnessing declining sales).

 Exterior paint segment continued to grow at a fast rate compared with other segments.

     The segment is estimated to be growing at CAGR of 15% per annum. New

     productions from almost all the major paint companies in the exterior segment

     performed well in the current year.




77
SCOPE

The project under taken was to study dealer‘s perception regarding present trends in the

Paint industry market potential, consumer perception and various factors affecting the

buyers behavior.



Our study was restricted to the area of Ghaziabad and it includes the product varieties,

thinner, decorative and industrial paints.



The study gave a clear view regarding the factors influencing, The purchase decision like

price, quality, advertising promotional schemes, packaging, the finish of the product etc.

and the distribution policy followed by paints vis-à-vis its competitors. The company‘s

policies regarding profit margin, services, replacement etc. were given sufficient thought.

We looked in to the matter and found different factors where Paints could improve upon

and those places where paints was a quite ahead than it‘s competitors.




78
79
RECOMMENDATIONS


     1. The company should popularize the brand through massive advertising campaign

        so that the people are well aware of its products.

     2. The company should increase the dealer‘s margin so that they will be motivated

        and make an effort to push this products first to the customers.

     3. The company should offer the various schemes for the customers so that customer

        attract towards their products.

     4. Management should make aware their employees about sales volume and export

        volume through meetings, seminars or through annual report.

     5. Some incentive should be provided to motivate the employers on the basis of

        good work done.

     6. To motivate dealers, painter‘s and customers schemes should be updated from

        time to time.

     7. There must be an improvement in the quality of all brands.

     8. The budget of advertisement should be increased in comparison to competitors. If

        we want to compete with our competitors we have to spread our advertising

        channel. We should do through various media, as audio, video press /print and

        hoarding.

     9. The company should strengthen the distribution channel so that as its products is

        made available at every length and breadth of the city.

     10. I have also observed that there is no proper service in some areas. There fore

        service must be improved.


80
81
LIMITATION

     1. Time constraint:

            a. The time duration of conducting the research w3as less. So lots of other

                  factors were ignored.

            b. A large sample could not be taken due to same reason.

     2. It was only possible to conduct the survey during free hours. The dealers did not

        respond when contacted during peak hrs.

     3. As the areas covered in the survey were off the route and the any convenient

        mode of transport was not available. The investigator faced a lot of problem

     4. Most of the consumer were ignorant and were not willing to respond that leads

        inaccuracy in the data collected.

     5. As the data was based on consumer perception, it might be biased to certain

        extent.




82
83
CONCLUSION


Investor, interested in any form of investing, should carefully look at the structure of the

paint industry. It has a large unorganized sector, which constitute approximately 40% of

the total production of paints .The organised sector comprises of handful of large units.

The categorization is important because of the differential in excise duties faced by these

two sectors .The differential , however , has narrowing since 1993 and the excise duties

between the organized sector is now at 18% (from the highest of 40.25% ). With the

narrowing of he differential in excise duties between the organised and unorganised

sector, the market share of the organised sector is expected to grow in the future .The

small sector will probable start contact manufacturing for the large units or may develop

niche markets based on location.



The industry can further be divided into two broad segment – decorative (architectural )

paints and industrial paints .The decorative segment is the dominant segment, in terms of

sheer volume ,in contrast to the developed economies where industrial paints normally

have half the market .The decorative paints market can be further be subsumed into

emulsions , synthetic enamels , distemper and cement paints. The essence of the small

sector is in the easier to evaluate lower-end products such as distempers and cement

paints whereas the middle range enamels and the premium range emulsions are the

terrain of the large players.




84
The industrial paints segment comprises of the industrial coating the automotive coating

segment .The main growth for the industrial paints market has been the high growth in

automotive coating , with the entry of the auto majors (multinationals) resulting in a

literal boom in this sector.



There are more than 300 input going into the manufacturing process of paints of which

70% are petroleum based .The raw material are Pigments.




85
86
QUESTIONNAIRE

NAME:-


ADDRESS:-


TELEPHONE NO:-



Q.1.Name the paints you buy?

     a. paints [ ]      b. Nerolac paints [ ]        c. Berger paints [ ]

     d. other [ ]



Q.2. Do you aware of all type of paints?

 a. yes [ ]      b. can’t say [ ]      c. no [ ]



Q.3. Who is the decider at your home?

 a. father [ ]          b. mother [ ] c. wife [ ]           d. other [ ]



Q.4. From where you come to know about Paint?

 a. for advertisement [ ]       b. for magazine [ ] c. other sources [ ]



Q.5. Place from you buy this paints?

     a. Market [ ]          b. Supermarket [ ]       c. shop [ ]    d. supplier [ ]


87
Q.6. Who influence you to buy particular paints?

     a. Friend [ ]       b. family [ ]    c. Advertisement [ ] d. others [ ]



Q.7. Which brand you purchase?

  a. Branded [ ]          b. Non branded [ ]



Q.8. How frequently you use paint?

  a. party [ ]            b. Marriage [ ]        c. Festival [ ]          d. Other occasion[ ]



Q.9. Which brand you consider before purchasing the paints?

  a. Paint [ ]            b. Nerolac[ ]          c. Berger[ ]          d. can’t say[ ]



Q.10. Which brand is most effective?

     a. Paints[ ]                b. Nerolac[ ]            c. Berger[ ]        d. other[ ]



Q.11. what expectation you want in the paints?

     a. For shining[ ]           b. Attractive color[ ]            c. for longer duration[ ]

     d. for safety[ ]




Q.12.Have you re-purchase the brand of paints?

     a. yes[ ]       b. no[ ]

88
Q.13.For what time you purchase the paints?

 a. For monthly[ ]           b. for yearly[ ]       c. every 3 year[ ]

 d. every 5 year[ ]



Q.14.What is the De-composition of paint packaging?

  a. Destroyed[ ]      b. re-sell[ ]         c. Daily use[ ]         d. As a show peace[ ]



Q.15. What type of brand promotion scheme pulls you towards paints?

     a. Discount[ ]   b. Higher margins[ ]             c. Gifts[ ]     d. others[ ]




Q.16. Rank of the following brands according to demand.


BRANDS                                          RANK
PAINTS
BERGER PAINTS
NEROLAC PAINTS
ANY OTHER




                                             SIGNATURE OF THE CONSUMER




89
BIBLIOGRAPHY

      C. R. Kothari ―Research Methodology‖ Second Edition, Wishwa Prakashan.

      Donald S. Tull, Dell I. Hawkins ―Marketing Research‖ Sixth Edition, Published

        by Ashok K. Ghosh, Prentice-Hall Of India Pvt. Ltd.

      Business Today ―paint industry‖ Page 25 March 2005.

      Business world ―growth of Paint ― Page 35

        Feb. 2005.




      www.paints.com
      www.google.com




90

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asian_paints

  • 1. RESEARCH PROJECT REPORT On ““CONSUMER BUYING BEHAVIOR TOWARDS PAINT SEGMENT” SUBMITTED IN PARTIAL FULFILMENT FOR THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION of PUNJAB TECHNICAL UNIVERSITY, JALANDHAR By ISHAN SUKLA 94302236186 MBA 4th SEMESTER UNDER THE SUPERVISION OF Lect. Mrs. Sunayna Chandigarh Business School, Landran, Mohali (Punjab) 2009-2011 1
  • 2. Declaration I, hereby, declare that the research project report title“CONSUMER BUYING BEHAVIORTOWARDS PAINT SEGMENT” is my original contribution and the same has not been submitted earlier. Date: 19/4/2011 (ISHAN SUKLA) ROLL NO. 94302236186 M.B.A (4th )Sem. Chandigarh Business School 2
  • 3. ACKNOWLEDGEMENT For achieving any destination, efforts are the path. On the path, we meet lots of people who support us to make our journey memorable & few of them accompany us till we get the goal. After getting the goal we must not forget the presence of such people who made our journey easier. I express my sincere regard & my gratitude to all of them. First of all, I bow with reverence & gratitude to thank the ALMIGHTY who has enriched me with such a golden opportunity & infused the power in my mind to fulfill the task assigned to me. I also extend my sincere thanks to all the staff members of this reputed organizations who encouraged me and gave me valuable information about the company. I render my sincere thanks to lect Sunayna. , for her valued suggestions & constructive criticism. Finally my sincere regards & gratitude are due towards my parents Mr. Suresh sharma & Mrs. Sukanya sharma. for their moral support & encouragement to work on this project. They were always bringing a positive threshold for me even after getting victimized by my anger & irritation. I bow my head in front of them & will never be able to unsolder their debt. They acted as a booster with their inspirational words. I would like to thank Google without which the project writing would have been very much hectic & difficult job. 3
  • 4. PREFACE “Knowing is not enough, we must apply; willing is not enough, we must do”. Education becomes more meaningful when its theoretical aspects are combined with practical experience. This provides an opportunity to the students to improve their understanding of the studies. ―A customer is an essential part of our business-not an outsider. Customer is not just money in the cash register. He is the human being with the feelings and deserves to be treated with respect.‖ Adam Smith states, ―The capacities of individuals depended on their access to education‖. 4
  • 5. CERTIFICATE OF ORGANIZATION This is to certify that Mr. / Ms. Ishan Sukla Roll No. 94302236186 has completed the research project titled ―CONSUMER BUYING BEHAVIORTOWARDS PAINT SEGMENT” under my supervision in partial fulfilment of the MASTER OF BUSINESS ADMINISTRATION DEGREE/PGDM approved by AICTE ( of university‘s name Punjab Technical University for MBA only). DATE: (Mrs. SUNAINA VERMA) PLACE: LECTURER (DR. JAI PRAKASH ) DEAN 5
  • 6. CONTENTS 1. Executive summary 7 2. The Indian paint industry 10 3. Asian Paint India Ltd. 15 4. Company profile 20 5. Consumer buying behavior 33 6. Research Methodology 45 7. Data analysis 54 8. Findings 66 9. Swot analysis 68 10. Recommendation 79 11. Limitation 81 12. Conclusion 83 13. Questionnaire 86 14. Bibliography 91 6
  • 7. 7
  • 8. EXECUTIVE SUMMARY The Indian Paints & consumer behaviour to purchase with a variety of new players & product flooding the market. The Indian market, which is under transition, is also getting more and more competitive both in terms of consumption and quality consciousness. A booming paints and varnish industry has resulted innovate marketing techniques come into play. All major players like Modi Paints, Nerolac Paints, Berger Paints and few other players are trying to strengthen there retailing operations with different marketing strategies/techniques because the paints and varnish industries come under the impulse category where factor like supply change management. The width of distribution, advertisement, packing & communication make all the differences. In the background of the above scenario, it was decided by the company to carry out a research to determine what dealer think about Asian Paints and Varnish. Is Asian Paints and Varnish gives value for money, means total satisfaction or not. This Project which was assigned to me is basically a dealer survey through out the project. I had find out the image of the product, purchase behaviour of consumer from dealer, their expection the reasons of satisfaction and dissatisfaction. 8
  • 9. ACE The aim of management course is not to produce readymade manager but rather to develop a habit of thinking rationally based on the scientific principle of management. The post contents of theory of management endeavors to the scientific in nature while its application and presentation in the real business would remain a target to be developed by the individual. The purpose of introducing the student of management to the business world is to help the student to correlate and integrate the theory practice .The practical training too is essential part of the management course. 9
  • 10. 10
  • 11. THE INDIAN PAINT INDUSTRY sThe Indian paint industry did not fall under the protected ‗priority‘ sectors as established by the Indian government. Therefore, this industry was open to foreign players. Strategic groups within the industry were primarily based on cost profiles. Large players, or the ―organized sector‖ as it is called by analysts, primarily focussed on conformance and performance quality at a reasonable price. Small local players usually focused on low cost with very little or no concern for quality. Still they made up 30% of the overall market it terms of sales. The rural customer in India buys primarily on price and small local players could supply paint at 50 to 60% of the price of the organized sector. The cost advantage of the small local players was driven by several factors: cash transactions (income and sales tax evasion), excise tax breaks for small scale producers, price based vendor switching for raw materials (such as pigments), and low overhead from skeleton operations and less costly manufacturing processes (such as no effluent treatment and little quality control). Since the government declared its intention to rationalize taxes (i.e. no advantage to small scale and therefore less evasion) and the environmental movement gathered more momentum (e.g. Meneka Gandhi‘s, the former prime minister‘s sister-in-law, lobbying efforts were at a peak when 25% of chemical plants were shut down in Gujarat, a state in western India, due to non-compliance with environmental requirements), cost advantages to the small local players would fade. Industry analysts expected the small-scale market share to dip to 10% by the year 2000. 11
  • 12. The paint industry was divided into two consumer segments: Industrial (such as automotive) and Decorative (such as housing). The organized sector was divided as follows: COMPANY DECORATI INDUSTRI OVERALL ESTIMATED VE AL PAINT REVENUES Asian Paints 38% 14%-16% 32.5% Rs. 6,980 MM Goodlass Nerolac 7.8% 40% 17.5% Rs. 3,750 MM Berger Paints *14% *14% 14.0% Rs. 3,007 MM ICI India Ltd. 8%-9% 12% 10.5% Rs. 2,254 MM Jenson and Nicholson *6.9% *6.9% 6.9% Rs 1,482 MM Growth Rate 8-9% 18% 11% Total (Rs.) 15,033 MM 6,442 MM 21,476 MM * Since these companies strive to match their product sales to the market (i.e. 70% : 30%) they maintain similar market share in each segment. Based on industry reports some of the trends taking shape in the Indian paint industry were as follows: i. Internationally, industrial and decorative paints have 50:50 share of the overall market. In India, the ratio was 30:70 for industrial to decorative paints. This ratio would shift towards the international mix over the next 10 years. 12
  • 13. ii. INDUSTRIAL SEGMENT: Automotive paints accounted for over 50 percent of the industrial paint market. Goodlass Nerolac (GN) had an alliance with the US based DuPont since 1996 to garner a large share of the automotive paint market. They supplied 90% of the paint requirements of Maruti, the largest car manufacturer in India (83% market share in the Indian car market). The five million liters per year automotive refinishes market was expected to grow at a rate of 25 percent if the automobile sector grew at a rate of 15 percent per year. Jenson & Nicholson (J&N) entered into a 50:50 partnership with Herberts GmbH of Germany to produce automotive refinishes. Powder coating paint for white goods (like washing machines and refrigerators) accounted for 10 % market share of the industrial paints segment. In powder coatings, GN was a market leader supplying to consumer durable companies like Godrej, Voltas and Whirlpool. GN had an alliance with Valspar Corporation of the US to manufacture powder coatings. Marine paints accounted for 8% of the market. J&N had an alliance with Chogoku Marine Paints of Japan to manufacture bio-friendly marine paints. The market size for marine paints was estimated at Rs 400 MM. Special purpose paints had a 16 % market share. 13
  • 14. iii. DECORATIVE SEGMENT: While the decorative segment was growing, the players were aware of its decreasing importance. The latest trend in decorative paints was tinting systems. Tinting systems were mix and match assemblies at hardware stores, which had the potential to drastically alter distribution channels with the reduction of inventory. They involved 6-18 basic shades which could me mixed at the store in a small vibro-shaker. An example was Berger‘s Color Bank system or ICI‘s Colour SolutionTM. 14
  • 15. 15
  • 16. ASIAN PAINTS INDIA LTD. In 1942, four partners got together to manufacture paint in a garage in Bombay. The company was named Asian Oil and Paint Company; a name picked at random from a telephone directory. Up against giant international paint companies, Asian Paints hit on the innovative marketing strategy of reaching consumers in the remotest corners of the country with its small, conveniently sized packs. During the 1950‘s the company grew from being a family-managed, small-time paint manufacturer to a professionally managed organization competing with the best companies in the world. By 1967, through innovative R&D and ambitious grass-roots marketing, forming strong relationships with thousands of paint dealers in small towns all over India, the company jolted its multinational competitors by emerging as India‘s number one paint company. [See Exhibits 1, 2, 3, 6,and 7 for more company information] For the next thirty years they maintained their position as market leader through a four pronged strategy – i. Excellent marketing ii. Intensive distribution iii. Leadership in Information Technology, and iv. Recruitment of young management professionals. In 1996-97 AP‘s total sales reached $175 million, almost double that of Goodlass Nerolac Paints, (1996-97 sales $94 million) the number two paint company in the country. Asian Paints had strengthened its technological capabilities through agreements with Nippon Paints of Japan for automotive and powder coatings, Sigma Coatings BV of Netherlands 16
  • 17. for marine and high-performance coatings, and PPG Industries of USA for the cathodic electrodeposition technology - a much needed enhancement for its automotive business. Prior to the KMCC/ICI sale, the ownership of the company was as follows: Chokseys 9.50% Danis, Vakils, and Chowksis 41.06% Total by Promoters 50.56% Foreign Institutional Investors 11.52% Non-resident Indians 10.19% Individual Investors and Public 27.73% 17
  • 18. INTRODUCTION OF PAINT WHAT IS PAINT ALL ABOUT Can anyone imagine life without Colour? The Answer is absolutely ―No‖. So we may say that Paint‘s some thing which add colour to life in Indian people used to whitewash their henses or festore occasions particularly in Dewali, Id, X-mas day etc. For this purpose they used the things called choona(Calcium Hydroxide) but present situation is no longer some with the advent of new sophisticated technologies thing have changed a lot. First let us why Paint and Primer are used. Ancient used paint (Naturally Occuring) as a Necessity and only for decorated purpose but now Paint and Primers are used other than decorated purpose besides previous used Paint and Primers are used as auto corrosive agent. We know that Corrosion Cause huge losses to complainers. An estimate of Corrosion Reveals that around Rs.1000 crores is lost because of Corrosion.Which is nearly double the sales turnover of Paints Industry. The paint is most cheapest way perfect as well as provide a decorative look to the valuable Asserts paint cost less than 2.5% of total cost of the assets on which to is applied protective coating thus play a crucial role in the combating corrosion. According to the use of solvents for the applying purpose paint canbe classified into two categories. Oil Based Paints 18
  • 19. Water Based Paints In India Oil Based Paints are commonly used but they are somewhat costly because of oil used globally water based paints are preferred in order to produced paints. Certain Raw materials are needed. The required Raw materials are Pigments Resins Solvents Additives Adulterants Let us see what above material meant for the paint manufacturing we will see it through one by one. 19
  • 20. 20
  • 21. ASIAN PAINTS COMPANY PROFILE BACKGROUND Champaklal H Choksey, Chimanlal Choksi, SC Dani and A Vakil set up APIL, in 1942 as a partnership firm .In 1945, it was converted into a private limited company, under the name of Asian Oil and Paint Co Pvt. Ltd. In 1965, the name was change to Asian Paints (India) Pvt. Ltd. In 1973, it was converted into a public limited company. APIL‘s first plant came up in Bhandup in 1957 .It has three other plants located at Ankeleshwar (1981), Patancheru (1985) and Kasna (1990) .All the plants have captive resin manufacturing faculties and are capable of producing the entire range of paints. APIL also manufactures a key raw material Phthalic Anhydride, at its Ankleshwar plant, 30 % of which is costively consumed. Earlier APIL used to also manufacture another raw material, vinyl pyridine latex, which was later hived off onto a separate company, under the name of Apcotex Lattices Ltd. Capacity expansions have come in a phased manner. Productivity at the Bhandup plant has been lackluster. Through a AVS scheme introduced in 1993, APIL was able to cut back workforce. Investment in information technology, especially in the areas of production and distribution logistics has helped APIL improve its operating efficiency .In FY96 APIL‘s ailing subsidiary Pentasia Chemicals Ltd. was merged with APIL. 21
  • 22. Locations APIL has 4paints manufacturing plants .The oldest plant is at Bhandup in Mumabi .The other plants are at Ankleshwar in Gujarat , Patancheru in Andhra Pradesh and Kasna in Uttar Pradesh .The Phthalic anhydride plant is located at Ankleshwar in Gujarat. Penta plant (result of PCL merger) is located at Cuddalore in Tamil Nadu .The installed Capacity of each manufacturing facilities are: Manufacturing facilities Installed capacity (TAP) Bhandaup, Mumbai 20,000 Ankleshwar 50,000 Patancheru Andhra Pradesh 50,000 Kasna ,Uttar Pradesh 42,700 Total 162,700 APIL ,India‘s largest Paints Company , is the market leader in decorative paints .It has remained focused on core business and has consistently improved operating efficiencies .The company has registered a net profile of Rs 1064mn in Fy 01 as compared to Rs 973 mn in the previous year. Paints sector can be segmented application wise , as decorative paints and industrial paints . While both are characterized by low capital costs and high working capital intensive, ht latter requires special technology. Capacities are normally set up close to 22
  • 23. markets, so as to be able to offer multitude of shades and colors to customers. Brand building and dealer network act as effective entry barriers. Demand is seasonal in nature – low during monsoon, high during festivals. Domestic paints sector , dominated by decorative paints (70%) is expected to undergo a structural shift towards industrial paints , as cross –border tie-ups in industrial paints are becoming order of the day. Most organized sector players are established with well- entrenched distribution network and established brands. Threat of global competition in is minimal. The underdeveloped industrial paints market hold maximum growth potential, albeit competition, product innovations and a fight for superior distribution network. Focussed on decorative paints segment, APIL is set gain the maximum amongst the peer members from the uptrend in the housing sector .The company is restructuring its operations into three SBUs and has set target to be amongst the top ten decorative manufactures in the world by 2003. APIL is investing heavily in dealer tinting machine ―Colour World ‖and IT technologies to keep ahead of competition .APIL has set target of Gross sales of Rs21bn by 2003and earning growth of above 20% . It also has set a vision to be among the top five paint companies worldwide by 2005.On export front , the company is looking out for alliances/ takeover in the emerging markets of Asia. 23
  • 24. SALES BREAKUP Period ended 03/08 03/09 03/10 03/11 No. of months 12 12 12 12 Sales values (Rs mn) Formaldehyde 0.4 0.2 - - Miscellaneous 165.4 125.7 121.0 145.7 Penta erythritol 280.1 251.1 22237 216.7 Phathalic anhydride 618.6 485.7 695.2 792.0 Paints , varnishes , 9,111.9 10,339.9 12,212.2 13,7396 enamels& oils Sodium formate 14.3 14.1 15.0 20.7 Others - 237. 79.2 21.3 Sales volume (unit) Formaldehyde(Ton 31.0 10.0 - - Miscellaneous(Ton) 3,146.0 2,573.0 2,518.0 2,712.0 Penta 2,829.0 2,831.0 2,867.0 2,839.0 erythritol(Ton) Phathalic 17,376.0 16,688.0 19,060.0 20,195.0 24
  • 25. anhydride(Ton) Paints , varnishes , 116,9420 131,2840 162,110.0 181,271.0 enamels & oils (Ton) Sodiumformate(Ton) 971.0 1,414.0 1,156.0 1,366.0 25
  • 26. RAW MATERIAL USED IN THE MANUFACTURE OF PAINTS Five types of raw material are used in the manufacture of paints, these are: A. PIGMENTS: The materials added to the paints to obtain desired final colour and to give opaqueness to the paint are called colouring pigments. Few of the commonly used pigments are; 1. Chrome Pigments 2. Thellocynine (for blue colur) 3. Thellocynine ( for green colur) 4. Red Oxide /Halo Oxide/Hensa Red (for red colour) 5. Hensa Yellow(for yellow colur) 6. Carbon Black (for black colour) 26
  • 27. B .RESINS: The materials used in paints to give it the property of binding it with other ingredients and causes it to adhere to the surface to be painted are called resins. These are also used proportionally in order to give gloss to the paints. Few kinds of resins are— 1. Alkid Resins, 2. Epoxy Resins 3. Acrylic Resins, 4. Polyurethance Resins C. SOLVENTS: The materials used in paints to help it to spread over the surface are called solvents. These are also used in oirder to make the paint thick of dilute. I.e. viscosity of paints depend upon the content of solvent in it. Solvents that are commonly used can be broadly divided into two categories. They are: 1. Aromatic-Xyleme, Toulene. 2. Aliphatic- M.T.O.( Mineral Turpentine Oil) T.O.(Turpentine Oil) 27
  • 28. D. ADDITIVES: These are added in order to give some extra properties to and kind of paints i.e. quick drying, anti-setting, heat resisting etc. So accordingly- 1. Drying Agents like Litharge 2. Anti-Setting Agents, 3. Anti-Skinning Agents 4. Heat Resisting Agents,etc. E. ADULTERANTS: The materials which are used to reduce the cost of paint and also to reduce the weight and to increase its durability, are called adulterants, barium Soleplate is widely used as an adulterant because of its cheapness and its property not to react with paints. Calcium Carbonate, Magnesium Silicate and silica are also used as adulterants. 28
  • 29. QUALITY POLICY Control the wastage of Material during the Manufacturing Process. Control of wastage of Human Resources through proper Planning. To find out the process by which the wastage can be recycled. To established clear objects in between the employees and the employers. To create good working environment. To maintain the proper level of quality through proper planning. To create a good knowledge bank by organizing the training and development program in the organization. To make best approach to place the right people on the right place at the right time with the right sense. 29
  • 30. FUTURE PLANS It is well known that Modi Paint and Varnish Company has been manufacturing paints and varnishes over last 60 years according to the Govt. Std. . The company also fulfill the Std. Of Association of Paint and Varnishes. According to the CEO. Mr. Anuj Pasricha & Mr. D.K. Pandey (Manager Sales & Marketing) of Modi Paint and Varnish Company is going to enter into the Refined Market in the current year Mr. Modi signed Code of conduct of Association of Paint and Varnish Manufactures. According to the company officials the company makes product with keeping the following Schedule For Government Concerns For General Public For Automobiles etc. 30
  • 31. PIGMENTS: The materials added to the paints to obtain desire final colour and to give opaqueness to the paint are called colouring pigment. Few of the commonly used pigments are Chrome Pigment Thellocynine (For blue colour) Thellocynine (For green colour) Read Oxide/ Hallo Oxide/ Hensa Red (For red colour) Carbon Black(For black colour) RESINS: The materials used in paints to give it the property of binding it with other in gradients are caused to adhere two surfaces to be painted are called as Resins.They are used properly in order to give glassy look to the paint certain reagent. SOLVENT: The materials used in paints to help it spread over the surfaces are called solvents. These are used in order to make the paint thick or dilute viscosity of paints depend upon the content of solvent in it. Solvents that are commonly used can be broadly divided in to two categories. 31
  • 32. Aroimatic- Xylene Touluene Aliphatic- M.T.O. (Mineral Turpentine Oil) ADDITIVES: These are added in order to give extra properties to any kind of paints i.e. quick drawing anti setting heat and resisting etc. According to need following agents are used Drying Agent Anti Setting Agent Anti Skinning Agent Heat Resisting Agent ADULTERANTS: The materials used to reduced the cost of paint and also to reduce weight and to increase its durability are called adulterants. Barium Sulphate is widely used as an Adulterants because of cheapness and its property not to react with paints, Calcium Carbonate, Magnisium, Silicate, Silica are used as an Adulterants. 32
  • 33. 33
  • 34. CONSUMER’S BUYING BEHAVIOR Understanding the buying behavior of the target market is the essential task of marketing management under the marketing concept. The consumer market consists of all the individuals and households who buy or acquire goods and services for personal consumption. Consumers vary tremendously in age, income, educational level, mobility patterns and taste. MODEL OF CONSUMER BEHAVIOR Due to the growth in the size of firms and markets, marketing decision makers have been removed from direct contact with their customers. Managers have had to turn to consumer research. They spend more money in trying to learn : Who buys? How do they buy? When do they buy? Where do they buy? Why do they buy? How do consumers respond to various marketing stimuli, arranged by the company, is main question. Therefore, business & academic researchers have invested much energy in researching the relationship between marketing stimuli and consumer response. Outside Stimuli Buyers Black box Buyer responses Marketing Other Product Economic Buyer Buyer Product choice Price Technological Characteristics Decision Brand choice Place Political Process Dealer choice Promotion Cultural Purchase choice 34
  • 35. Purchase amount MODEL OF BUYER BEHAVIOR Their starting point is the stimuli-response model. Above figure shows marketing and other stimuli entering the buyer‘s ―black box‖ and producing certain responses. The stimuli are of two types. Marketing stimuli consists of the 4 Ps : Product, Price, Place and Promotions. Other stimuli consist of major forces and events in the buyer‘s environment economic, technological, political and cultural. All these stimuli pass through the buyer‘s black box and produce the set of buyer responses : Product choice, brand choice, dealer choice, purchase timing and purchase amount. 35
  • 36. MAJOR FACTORS INFLUENCING CONSUMER BEHAVIOR Cultural Culture Social Reference Personal groups Age and life Psychological Cycle stage Occupation Motivation Family Perception Subculture Buyer Learning belief & attitude Roles and Social class status DETAILED MODEL OF FACTORS INFLUENCING BEHAVIOR 36
  • 37. (A) CULTURAL FACTORS : Cultural factors exert the broadest and deepest influence on consumer behavior. CULTURE: Culture is the most fundamental determinant of a person‘s wants and behavior. The child growing up in a society learns a basic set of values, perception, preference & behavior through a process of specialization involving the family & other key institutions. SUBCULTURE: Each culture contains smaller groups of subcultures that provide more specific identification & socialization for its members. Four types of sub culture can be distinguished. (i) Nationality groups. (ii) Religious groups. (iii) Racial groups (iv) Geographical areas. 37
  • 38. SOCIAL CLASS: Virtually all human societies exhibit social stratification. More frequently, stratification takes the form of social classes. Social classes are relatively homogenously and enduring divisions in a society, which are hierarchy ordered and whose members share similar values, interests, and behavior. (B) SOCIAL FACTORS: A consumers behavior is also influenced by social factors, such as the consumer‘s reference groups, family, and social roles and statuses. (i) REFERENCE GROUPS: A person‘s reference groups are those groups that have a direct or indirect influence on the persons attitudes or behaviors. Groups influence will be stronger for products that will be visible to others whom the buyer respect. (ii) FAMILY: Members of the buyer‘s family can exercise a strong influence on the buyer‘s behavior. The family of orientation consists one‘s parents. From parents a person acquires an orientation toward religion politics, & economics and a sense of personal ambition self- worth & love. The following products and services fall under such. 38
  • 39. • Husband-dominant : Life insurance, automobiles • Wife-dominant : Mixer, Washing Machine, and Kitchenware • Equal : Housing, Entertainment, and Housing Furniture (iii) ROLES AND STATUSES: Participating of buyer in the different groups as clubs, organization influence his/her buying behavior. His/her position in the different groups can be termed as roles & status. A role consists of the activities that a person is expected to perform according to the persons around him/her. Each role carries a status reflecting the general esteem : accorded to it by society. 39
  • 40. ( C ) PERSONAL FACTORS: Personal factors a buyer‘s decisions by his/her personal characteristics, occupation, economic circumstances, life style, and personality & self- concept. (i) AGE & LIFE CYCLE STAGE: People change the goods and services; they buy over their life time. They eat baby food in childhood, most foods in the young age and special diets in the later year. (ii) OCCUPATION: A person‘s consumption pattern is also influenced by his or her occupation. A blue-chip worker will purchase good clothes, care etc. (iii) ECONOMIC CIRCUMSTANCES: A person‘s economic circumstances will greatly affect product choice. His economics circumstances consists of their spend able income, saving & assets, borrowing power. (iv) LIFE-STYLE: A person‘s life style is that person‘s pattern of living in the world as expressed in the person‘s activities, interests & opinions. 40
  • 41. (d) PSYCHOLOGICAL FACTORS: A person‘s‘ buying choices are also influenced by four major psychological factors- (1) Motivation (2) Perception (3) Learning (4) Beliefs and Attitudes ( E) BUYING ROLE: For many products, it is easy to identify the buyer. Men buy shaving Cream, Razor, Cigarette etc. While cosmetic, pantyhose etc. Thus, we can distinguish several roles people may play in a buying decision. Initiator : One who first suggests or thinks of the idea of buying the particular product or service. Influencers : One whose views or advice carries some weight in making the final decision. Decider : One who ultimately determines any part of, or the entire buying decision whether to buy, what to buy, or where to Buy. 41
  • 42. Buyer : One who makes the actual purchase. User : One who consumes or uses the product or service. 42
  • 43. TYPES OF BUYING BEHAVIOR There are four types of consumer buying behavior based on the degree of buyer involvement in the purchase and the degree of differences among brands. High involvement Low involvement Significant Complex buying Variety seeking buying behavior Differences Behavior Between brand Few difference between Dissonance reducing buying Habitual buying behavior brand behavior (a) COMPLEX BUYING BEHAVIOR Consumers go through complex buying behavior when they are involved in a purchase and aware of significant difference existing among brands. Consumers are highly involved ma purchase when it in expensive, risky and highly expressive. 43
  • 44. (b) DISSONANCE - REDUCING BUYING BEHAVIOR When the consumers are highly involved in a purchase but see little differences in the brands. It in based on the fact that the purchase is expensive, infrequent & risky. For example, shopping for carpet. (c) HABITUAL BUYING BEHAVIOR Many products are bought under conditions of low consumer involvement and absence of significant brand differences. A good example is the purchase of salt. (d) VARIETY-SEEKING BUYING BEHAVIOR Some buying situations are characterized by low consumer involvement but significant brand difference e.g. in purchasing cookies. 44
  • 45. 45
  • 46. RESEARCH METHODOLOGY Research methodology is a systematic way, which consists of series of action or steps necessary to effectively carry out research and the desired sequencing of these steps. The marketing research is a process of involves a number of interrelated activities which overlap and do rigidly follow a particular sequence. It consists of the following steps. 1. Formulating the objectives of the study 2. Designing the methods of data collection 3. Selecting sample plan 4. Collecting the data 5. Processing and analyzing the data 6. Reporting the findings 46
  • 47. Objective of the study (Effectiveness of sales promotion in print media, consumer perception about scheme) Research design scheme) (Descriptive research design) Sample design (Random sampling design) Data collection (primary data collection ,secondary data collection) Data analysis Reporting of findings 47
  • 48. OBJECTIVE OF THE STUDY The main objectives of conducting research on ―To study the consumer behavior among urbanites for paints‖ are following—  To study the awareness of paints.  To study the purchasing behavior of urban people.  To study the pre purchase behavior of paints,  To study the post purchase behavior of paints. 48
  • 49. AREA COVERED These are the places where I have collected data related my research project report Ghaziabad :- 1. Raj nagar 2. Shastri nagar 3. Kavi nagar DATA COLLECTION Sample No. of respondent Consumer 100 49
  • 50. DATA COLLECTION PRIMARY DATA The primary data are those data which are collected afresh and for the first time and happen to be original in character. The primary data to be collected for the study are---- By interviewing to the Marketing people. By structured questionnaire. SECONDARY DATA:- Secondary data are those data have already been collected by someone else and which already had been passed through the statistically process. The secondry data to be collected fore the study are --- Annual reports of each news paper company. Newspapers, magazines, journals, books. By internet websites 50
  • 51. RESEARCH INSTRUMENTS STRUCTURED QUESTIONNAIRE A questionnaire consists of a number of questions printed or typed in a definite order or set of forms. It is the set of questions presented to the respondents for their answer. In my study I‘ll be used structured questionnaire because sequence or series are required to ask the question to respondent. DATA ANALYSIS Data analysis refers to the computation of certain measures along with searching for patterns of relationship that exist along data groups, as the objective of study is already divided in to two main parts, thus the data analysis of collected data is primary divide in to two divisions as the field is completed and questionnaire have been received the task is to prepare the --- Consumer Behavior 51
  • 52. RESEARCH DESIGN In my study, Descriptive research design are used because it provides information in a described manner which is relevant to a research project . in this research design the objective of the study is clearly defined and have accurate method of measurement with a clear cut definition. SAMPLING DESIGN A Sample design is a definite plan for obtaining a sample from a given population . it refers to the technique or the procedure adopted In selecting items for the sample. The main constituents of the sampling design below- Sampling unit Sample size Sampling procedures 52
  • 53. SAMPLING UNIT A sampling framework i.e. developed for the target population that will be sampled i.e. who is to be surveyed – Consumer behavior SAMPLE SIZE It is the substantial portions of the target population that are sampled achieve reliable results. Sample size- 100 RANDOM SAMPLING Random sampling is chosen for my study. Probability sampling is also is also known as ―Random sampling‖ or ―chance sampling‖. Under this sampling design, every item of the universe has an equal chance of inclusion in the sample it is, so to say, a lottery method in which individual units are picked up from the whole group not deliberately but by some mechanical process. Here it is blind chance alone that determine whether one item or the other is selected. The result obtained sampling can be assured in the terms of probability i.e. we can measure the error of estimation or the significance of result obtained from a random sample, and this fact bring out the superiority of random sampling design over the deliberate sampling design. 53
  • 54. 54
  • 55. NAME THE PAINTS YOU BUY Paints No. of respondent Percentage of respondent paints 45 45% Nerolac paints 25 25% Berger paints 15 15% Others 15 15% 50 45 40 30 25 15 15 Series1 20 10 0 ts rs s ts nt in he in i pa pa pa ot er c an la rg i ro be as ne 55
  • 56. Interpretation: 1. 45 % consumer prefer to Paint. 2. 25% consumer prefer to Nerolac Paint. 3. 15 % consumer prefer to Berger paint. 4. 15% consumer prefer to other paint. DO YOU AWARE OF ALL TYPE OF PAINTS Awareness No. of respondent Percentage of respondent Yes 55 55% Can‘t say 15 15% No 30 30% 56
  • 57. 60 50 40 30 Series1 20 10 0 yes can't say no Interpretation: 1. 55 % consumer aware to yes. 2. 15% consumer aware to can‘t say. 3. 30 % consume aware to no. 57
  • 58. WHO IS THE DECIDER AT YOUR HOME Decider No. of respondent Percentage of respondent Father 45 45% Mother 35 35% Wife 15 15% Other 5 5% 50 40 30 Series1 20 10 0 father mother wife other Interpretation:- 4. 45% chance decide to father. 5. 35% chance decide to mother. 3. 15% chance decide to wife. 4. 5% chance decide to other. 58
  • 59. FROM WHERE U COME TO KNOW ABOUT PAINTS Sources No. of respondent %age of respondent For advertisement 55 55% For magazine 25 25% Other sources 20 20% 60 50 40 30 Series1 20 10 advertisement other sources 0 for magazine for 59
  • 60. Interpretation:- 1. 55% for advertisement. 2. 25% for magazine. 3. 20% for other sources. 60
  • 61. PLACE FROM YOU BUY THIS PAINT Place No. of respondent percentage of respondent Market 35 35% Super market 15 15% Shop 40 40% Supplier 10 10% 50 40 30 Series1 20 Series2 10 0 market super shop supplier market Interpretation: 1. 35% buy to the market. 2. 15% buy to the supermarket. 3. 40% buy to the shop. 4. 10% buy to the supplier. 61
  • 62. WHO INFLUENCE YOU TO BUY PARTICULAR PAINTS Influences No. of respondent percentage of respondent Friend 15 15% Family 25 25% Advertisement 45 45% Other 15 15% % 50 40 30 % 20 10 0 Advertisemen Friend Family other t Interpretation:- 1. 15% influence by the Friend. 2. 25% influence by the Family. 3. 45% influence by the advertisement. 4. 15% influence by the other. 62
  • 63. HOW FREQUENTLY YOU USE PAINTS WHICH BRAND YOU CONSIDER BEFORE PURCHASING THE PAINTS Brand consider No. of respondent percentage of respondent paint 38 38% Nerolac 30 30% Berger 27 27% Can‘t say 5 5% % 40 30 20 % 10 0 Asian paint Nerolac Berger Can’t say 63
  • 64. Interpretation:- 1. 38% considering the paint. 2. 30% considering the Nerolac paints. 3. 27% considering the Berger paints. 4. 5% considering the can‘t say. WHICH BRAND IS MOST EFFECTIVE Effectiveness No. of respondent percentage of respondent Paints 40 40% Nerolac 30 30% Berger 20 20% Other 10 10% % 50 40 30 % 20 10 0 Asian Nerolac Berger Other Paints 64
  • 65. Interpretation:- 1. 40% say the paint is Most effective. 2. 30% say the Nerolac is Most effective. 3. 20% say the berger paint is most effective. 4. 10% say the other paint is most effective. 65
  • 66. 66
  • 67. FINDINGS 1. paint is leader in the area of Ghaziabad. 2. Nerolac is the main competitor of paints. 3. Advertising of paint is very supporting to increase the sell of paint. 4. paint has competitor price in Indian market. 5. paint has competitor price Indian market. 6. Sales promotion is another reason for increasing the ell of paint. 7. The consumer believes in the quality of paint. 8. All, the consumer who use the paint they are fully satisfied of this result. 67
  • 68. 68
  • 69. SWOT - ANALYSIS STRENGTHS 1. A major change in the consumption pattern within the decorative segment is the preference for water based paints. In India the most widely –used paints , till recently , were the solvent – based paint even when water – based paints are more eco-friendly and easy to use .The government regarded water based paints as a luxury item and consequently taxes on input as well the finished products were kept high thus making them unaffordable to the middle class .While the western would was moving away from solvent based paints for environment reasons ,India was India was in a way primitive the use of these paints .But with duties rationalized and cost and price coming down the most preferred ones are for decorative purposes. 2. Industrial paints ate growing at a much heallthiesr5 rate then decorative segment .The main reason could be the entry of worlds major in the Indian automobile sector .Till recently the only foreign players on the Indian passenger car market was the Japanese giant , Suzuki Motors .However , today there are at least six global cat major operating in India. Korean major , Daewoo ; French car manufactures , Peugeot ; the German auto giant ; Mercedes and Opel and the American Ford , are here to stay having set up base despite some initial wrangles over export obligation .And , this setting up of bases necessarily implicates towards their needs for industrial paint which they will be procuring from domestic marker , because otherwise it will be that much costlier for them to export it from anywhere else. 69
  • 70. 3. The way companies operation have also under gone a drastic change – more choice for the customer .The shade card game started by Paints some eight years ago with its slogan ―Mera Wala green‖, is now being played by mostly all major players. 4. While the customer gets a wide choice and better service the company benefits in two ways .One as stock has to be maintained only in one colour (the base colour , white ) the company saves inventory carrying costs .Second , as the missing is done only on orders the company does not take the risk of stocking pre-mixed colour shads with the dealer which might not get sold at all .All this means financial saving .Also the tends to the most preferred shade can be determined by the company and the production can be carried on accordingly. 70
  • 71. WEAKNESSES A. People would love to have colorful walls , but definitely not dusty floors and oily odorous .Sadly the former is not possible without the latter and it is the paint industry which stand to suffer. B. It may seem implausible , yet it is true .The inconvenience of painting alone is not the cause for a slowdown in the paints industry .But it certainly adds on to the following socioeconomic factors : 1.Imbalanced consumption pattern- The per capita consumption of pains in India is low 0.32 kg as against 25 kg in the US. Further , the imbalance in consumption takes two forms. First the ratio of pains consumed for decorative and industrial purpose in India is 70 :30 Elsewhere the ratio is diametrically the opposite , s it should be .Thus due to neglect of industrial protective use of paints , India looses over Rs. 4,000 crore on account of corrosion .(Industrial paint are made using red oxide, aluminum , zinc chrome ,bitumen etc. They posses properties like water and electricity resistance and rust prevention and hence are widely used of protection of steel concrete and wood ) Then there is also rural –urban imbalance .Paint being dubbed a luxury continue to be increasingly sole in the metropolitan cities and big towns .though pain companies have start to reach out to village a vast rural marker still remains untapped . 71
  • 72. 2. Primitive technology- The making of paint primarily involve the blending of 300 different item in various proportions .In most varieties of pains the technology level is not very high .The capital cost per tonne is Fairly low at Rs. 12 crore for 25,000 tonnes . This has enables 2,000 small unit to set up manufacturing facilities and peck away at 50 % of total Indian pains market ,the other 50% is accounted for by 24 units in the organised sector . 3. High cost structure – The paints industry is raw material intensive .Nearly 70% of the raw materials are perto base (white spirit, xylene, toluene , butanol etc. ) Another major raw material titanium dioxide , has to be imported in large q2uantities .To top it all is the nearly 36% excise levy (a 6% rise in the latest budget ).The irony is that the government account for nearly 40% of the total paints sold in the country .So industry source argue that every increase in excise means a corresponding higher government outlay on paints. The excise structure reflects the luxury image of paints. 4. Other factors- These include the monsoons and the growth in the housing sector .In fact , monsoons have a dual effect on the industry .On the one hand there is vary little painting work done during the monsoon s. But at the same time, a Good monsoon increases the purchasing power of the framers paving the way for higher sales . 72
  • 73. OPPORTUNITIES 1. Unlike the decorative paints segment which is expected to grow at a slow rate of 3- 4% the demand for industrial paints is rising at an average rate of 10% .Industrial paints have fairly high value addition d require a level of technology which cannot be easily matched by the small sector ,The market leader seem to have taken congnisance of this fact. For instance ,. paints has tie up with Devoe Marine Coating of Us for marine painting .It has also tie up with Nippon paints of Japan for a coil coating and powdered coating .Like wise ,Goodlass Nerolac has allied with Kansai Paint for Sophisticated automotive sector paints s. 2. Stagnant demand combined with intense competition has taken its toll on some small units .A similar shake up is expected in the organized sector too .Hence , he rfitter unit would be better off eyeing takeover targets for expansion rather than going for fresh capacities . 3. India has been a continuous importer of titanium dioxide in spits of enormous reserves of the raw material , ilmenite. Deposits of ilmenite found along the coasts of Kerala ,Tamil Nadu and orissa , are estimated to be around 160 million tones or 12 % of World resources ,.The quality is also reported to be of a higher grade .Thus sooner or later world leaders of titanium dioxide technology (like Du Pont ) will find it viable to enter into joint ventures with Indian companies .That should reduce cost and selling price and lead to higher sales and profits. 4. Finally , there is immense scope for product innovation liked , in March 1991 ,MRK introduced ‗Vapocure‘, an industrial process for product abroad is paint s-cement .It 73
  • 74. is made by adding ceramic compounds to the basic paint material and gives a better ―Finish ― to building exteriors. Blend all this with economic stability (leading to control over inflation ) and good monsoons over the next two year (implying overall higher purchasing power ) and the paint industry can rightly dream of tomorrow many shades brighter than today. 74
  • 75. THREATS When it comes to technology , the paints industry presents a strange case .The manufacturing process of the final product is so primitive that every that every Tom ,Dick and Harry has mastered its! And , even the technology for only Tom ,Dick knows the major raw material Titanium dioxide(Ti02) and harry! In other words, manufacture of Ti02 is a closely guarded secret of only a handful of players worldwide .The include Du point(USA) ,British Titanium Products Ishihare (Japan) and Kronos (Australia ).Ti01 forms the base whit , for all paints .It comes in two varieties rutile (used for exteriors ) and antase (preferred for paints used in interiors ) In India there are two unit both in the public sector manufacturing titanium dioxide – Kerala Minerals and metals (KMML) and Tavancore Titanium products (TTPL) .Domestic production however is stagnating around16,500 tonne against capacity of 37,000 tonne ,Further ,the quality too leaves a lot to be desire .Hence , imports of Ti02 continue at an increasing rate . Nearly 70% of Ti02 produced /imported in India goes to the pains industry .Major paint manufactures have tried to go in for backward integration into some of the raw material (phthalic anhydride , co-polymers for plastic emulsions etc.) But all effort to make a foray of Ti02 have not met the success. World rather than pass on technology to other i.e. whopping 25 parties hold licensed /letter of intent for Ti02 but none have so far materialize . So as import bill of companies remain on the upbeat , thanks to the huge import billing for Ti02 , the margins continue to take a beating. 75
  • 76. STATEMENT OF THE PROBLEM WHY THIS STUDY  To get a general overview of the Indian paint industry.  To identify the major players.  To a ascertain the reasons for the industry not picking up. Question Unanswered (Some recent Facts about the industry).  Overall industry growth rate declined to 9%-10% in the current year from 12%. The industry received a major setback in the fourth quarter due to the recent earthquake in Gujarat. Though Paints, Goodlass Nerolac and Berger combined reported a 15% growth in sales in the first half of the current year, growth wanted in the second half, notably in the fourth quarter.  The construction activity was subdued in the current year due to a less than average monsoon and natural calamities in some of the key Eastern and Southern states. As a result the decorative paint demand also declined. The Gujarat earthquake in the fourth quarter was more pressing for paints companies.  Industrial paint demand in the current year dropped due to a 7% decline in passenger car sales and a fall in commercial vehicle volumes in the current year. One of the key factors was the lower agricultural output, which affected the purchasing power of the consumer, notably in the semi-urban and the rural markets. Despite interest rates cuts and increase in depreciation rates, automobile demand did not show any sharp uptrend in the fourth quarter also. 76
  • 77.  Rutile titanium dioxide prices moved up from USS 1,800 per tonne last year to more than US$ 1,950 per tonne, an increase of more than 11%. Since this account for almost 50% of the raw material costs of paint companies, margins were strained. Apart from this, prices of other raw material like mineral spind and tarriyl also by 20% and 18% respectively. Paint companies resorted to an increase in prices during the current year, though not commensurate with the rise in input costs.  Operating margins declined in the current year due to a rise in both raw materials was sharp for the industrial paint segment, as these companies could not pass on the rise in costs to their customers, primarily the auto companies (as these companies were also witnessing declining sales).  Exterior paint segment continued to grow at a fast rate compared with other segments. The segment is estimated to be growing at CAGR of 15% per annum. New productions from almost all the major paint companies in the exterior segment performed well in the current year. 77
  • 78. SCOPE The project under taken was to study dealer‘s perception regarding present trends in the Paint industry market potential, consumer perception and various factors affecting the buyers behavior. Our study was restricted to the area of Ghaziabad and it includes the product varieties, thinner, decorative and industrial paints. The study gave a clear view regarding the factors influencing, The purchase decision like price, quality, advertising promotional schemes, packaging, the finish of the product etc. and the distribution policy followed by paints vis-à-vis its competitors. The company‘s policies regarding profit margin, services, replacement etc. were given sufficient thought. We looked in to the matter and found different factors where Paints could improve upon and those places where paints was a quite ahead than it‘s competitors. 78
  • 79. 79
  • 80. RECOMMENDATIONS 1. The company should popularize the brand through massive advertising campaign so that the people are well aware of its products. 2. The company should increase the dealer‘s margin so that they will be motivated and make an effort to push this products first to the customers. 3. The company should offer the various schemes for the customers so that customer attract towards their products. 4. Management should make aware their employees about sales volume and export volume through meetings, seminars or through annual report. 5. Some incentive should be provided to motivate the employers on the basis of good work done. 6. To motivate dealers, painter‘s and customers schemes should be updated from time to time. 7. There must be an improvement in the quality of all brands. 8. The budget of advertisement should be increased in comparison to competitors. If we want to compete with our competitors we have to spread our advertising channel. We should do through various media, as audio, video press /print and hoarding. 9. The company should strengthen the distribution channel so that as its products is made available at every length and breadth of the city. 10. I have also observed that there is no proper service in some areas. There fore service must be improved. 80
  • 81. 81
  • 82. LIMITATION 1. Time constraint: a. The time duration of conducting the research w3as less. So lots of other factors were ignored. b. A large sample could not be taken due to same reason. 2. It was only possible to conduct the survey during free hours. The dealers did not respond when contacted during peak hrs. 3. As the areas covered in the survey were off the route and the any convenient mode of transport was not available. The investigator faced a lot of problem 4. Most of the consumer were ignorant and were not willing to respond that leads inaccuracy in the data collected. 5. As the data was based on consumer perception, it might be biased to certain extent. 82
  • 83. 83
  • 84. CONCLUSION Investor, interested in any form of investing, should carefully look at the structure of the paint industry. It has a large unorganized sector, which constitute approximately 40% of the total production of paints .The organised sector comprises of handful of large units. The categorization is important because of the differential in excise duties faced by these two sectors .The differential , however , has narrowing since 1993 and the excise duties between the organized sector is now at 18% (from the highest of 40.25% ). With the narrowing of he differential in excise duties between the organised and unorganised sector, the market share of the organised sector is expected to grow in the future .The small sector will probable start contact manufacturing for the large units or may develop niche markets based on location. The industry can further be divided into two broad segment – decorative (architectural ) paints and industrial paints .The decorative segment is the dominant segment, in terms of sheer volume ,in contrast to the developed economies where industrial paints normally have half the market .The decorative paints market can be further be subsumed into emulsions , synthetic enamels , distemper and cement paints. The essence of the small sector is in the easier to evaluate lower-end products such as distempers and cement paints whereas the middle range enamels and the premium range emulsions are the terrain of the large players. 84
  • 85. The industrial paints segment comprises of the industrial coating the automotive coating segment .The main growth for the industrial paints market has been the high growth in automotive coating , with the entry of the auto majors (multinationals) resulting in a literal boom in this sector. There are more than 300 input going into the manufacturing process of paints of which 70% are petroleum based .The raw material are Pigments. 85
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  • 87. QUESTIONNAIRE NAME:- ADDRESS:- TELEPHONE NO:- Q.1.Name the paints you buy? a. paints [ ] b. Nerolac paints [ ] c. Berger paints [ ] d. other [ ] Q.2. Do you aware of all type of paints? a. yes [ ] b. can’t say [ ] c. no [ ] Q.3. Who is the decider at your home? a. father [ ] b. mother [ ] c. wife [ ] d. other [ ] Q.4. From where you come to know about Paint? a. for advertisement [ ] b. for magazine [ ] c. other sources [ ] Q.5. Place from you buy this paints? a. Market [ ] b. Supermarket [ ] c. shop [ ] d. supplier [ ] 87
  • 88. Q.6. Who influence you to buy particular paints? a. Friend [ ] b. family [ ] c. Advertisement [ ] d. others [ ] Q.7. Which brand you purchase? a. Branded [ ] b. Non branded [ ] Q.8. How frequently you use paint? a. party [ ] b. Marriage [ ] c. Festival [ ] d. Other occasion[ ] Q.9. Which brand you consider before purchasing the paints? a. Paint [ ] b. Nerolac[ ] c. Berger[ ] d. can’t say[ ] Q.10. Which brand is most effective? a. Paints[ ] b. Nerolac[ ] c. Berger[ ] d. other[ ] Q.11. what expectation you want in the paints? a. For shining[ ] b. Attractive color[ ] c. for longer duration[ ] d. for safety[ ] Q.12.Have you re-purchase the brand of paints? a. yes[ ] b. no[ ] 88
  • 89. Q.13.For what time you purchase the paints? a. For monthly[ ] b. for yearly[ ] c. every 3 year[ ] d. every 5 year[ ] Q.14.What is the De-composition of paint packaging? a. Destroyed[ ] b. re-sell[ ] c. Daily use[ ] d. As a show peace[ ] Q.15. What type of brand promotion scheme pulls you towards paints? a. Discount[ ] b. Higher margins[ ] c. Gifts[ ] d. others[ ] Q.16. Rank of the following brands according to demand. BRANDS RANK PAINTS BERGER PAINTS NEROLAC PAINTS ANY OTHER SIGNATURE OF THE CONSUMER 89
  • 90. BIBLIOGRAPHY  C. R. Kothari ―Research Methodology‖ Second Edition, Wishwa Prakashan.  Donald S. Tull, Dell I. Hawkins ―Marketing Research‖ Sixth Edition, Published by Ashok K. Ghosh, Prentice-Hall Of India Pvt. Ltd.  Business Today ―paint industry‖ Page 25 March 2005.  Business world ―growth of Paint ― Page 35 Feb. 2005.  www.paints.com  www.google.com 90