This document provides an overview of marketing, management, marketing tools, and consumer behavior. It then discusses Shalimar Paints, an Indian paint manufacturing company founded in 1902. The company introduced many firsts in industrial coatings for structures, aircraft, and more. It is now owned by the O.P. Jindal Group and S.S. Jhunjhnuwala Group and aims to be one of India's fastest growing paint companies through its balanced approach to art and science in product development. The board of directors is discussed, including promoter director Girish Jhunjhnuwala who helped expand his family's business.

1. EXECUTIVE SUMMARY
Marketing
Marketing is "the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and society
at large”. Marketing is the science of choosing target markets through market analysis and
market segmentation, as well as understanding consumer behavior and providing superior
customer value.
Management
The organization and coordination of the activities of a business in order to achieve defined
objectives. Management consists of the interlocking functions of creating corporate policy and
organizing, planning, controlling, and directing an organization’s resources in order to achieve
the objectives of that policy.
Marketing tools
The techniques and materials used by those who are involved in the promotion of goods and
services are known as MARKETING TOOLS. Most business that need to sell their goods or
services to the public will make extensive use of various marketing tools, such as market
research and advertising to help further their success.
Consumer Behavior
Consumer behavior, also called as consumer psychology, is a branch of applied psychology,
marketing and organizational behavior. It examines consumers' decision making processes and
ways in which they gather and analyze information from the environment. See the consumer
behavior article for an overview. Consumer behavior is a multidisciplinary field which is integral
to industrial psychology and aspects of household economy studied in microeconomics.
Consumer behavior also means the actions shown by consumers while making decision to select
household and consumer items
With reference to this context, this project has been prepared to put a light on marketing
strategies for promotion of products at Shalimar Paints.
This project is completely based on market research of paint. Under this research, we have taken
40 sample sizes. On the basis of that we have assessed the Quality and level of Customer
Satisfaction of Shalimar paints. Then after we have formulated Conclusion and
recommendations to improve their quality:-

2. Quality product rendered to customer.
To attain customer satisfaction
To reduce the price of brand so sales can be boost up.
To advertise their product which is socially accepted?
To advertise their product through prominent celebrity.
On basis of weak brand, we have given recommendation in which we mentioned how to
strengthen the weak brand. This is the precise study of project.

3. TABLE OF CONTENTS
CHAPTERS PARTICULARS
EXECUTIVE SUMMARY
CHAPTER-1 INTRODUCTION
1.1 What is Marketing?
1.2 Marketing Mix
1.3 Marketing Tools
1.4 Consumer Behavior
1.5 Purchase Decision
1.6 Post Purchase Evaluation
1.7 Consumer Choice
CHAPTER-2 COMPANY PROFILE
2.1 Company Profile(Shalimar Paints)
2.2 History
2.3 The art and science of paints
2.4 Board of Directors
2.5 Research and development
2.6 Distribution Network
2.7 Corporate social Responsibility
2.8 Strategic Transformation
2.9 Presence and Offering
CHAPTER-3
ResearchMethodology and Design
3.1 Aim of study
3.2 Objectives of study
3.3 Research design

4. 3.4 Data collection techniques
3.5 Data analysis method
3.6 Limitations of study
3.7 Ethical requirements
CHAPTER-4 Data Analysis and Interpretation
CHAPTER-5 Conclusion and Recommendations
Bibliography
Annexure

5. CHAPTER 1
INTRODUCTION

6. 1.1 INTRODUCTION
What is marketing?
Marketing is "the activity, set of institutions, and processes for creating, communicating,
delivering, and exchanging offerings that have value for customers, clients, partners, and
society at large”.
Marketing is the science of choosing target markets through market analysis and market
segmentation, as well as understanding consumer behavior and providing superior customer
value. From a societal point of view, marketing is the link between a society's material
requirements and its economic patterns of response. Marketing satisfies these needs and
wants through exchange processes and building long term relationships.
Customer orientation: A firm in the market economy survives by producing goods that
persons are willing and able to buy. Consequently, ascertaining consumer demand is vital for
a firm's future viability and even existence as a going concern. Many companies today have a
customer focus (or market orientation). This implies that the company focuses its activities
and products on consumer demands.
1.2 Marketing Mix
The marketing mix is a business tool used in marketing and by marketers. The marketing mix
is often crucial when determining a product or brand's offer, and is often associated with
the four P's: price, product, promotion, and place.
In service marketing, however, the four Ps are expanded to the seven P's or Seven P's to
address the different nature of services.

7. Category Definition
Product
A product is seen as an item that satisfies what a consumer demands. It is a
tangible good or intangible service. Tangible products are those that have
an independent physical existence. Typical examples of mass-produced,
tangible objects are the motor car and the disposable razor. A less obvious
but ubiquitous mass-produced service is a computer operating system.
The marketer must also consider the product mix. Marketers can expand
the current product mix by increasing a certain product line's depth or by
increasing the number of product lines. Marketers should consider how to
position the product, how to exploit the brand, how to exploit the
company's resources and how to configure the product mix so that each
product complements the other. The marketer must also consider product
development strategies.
Price
The amount a customer pays for the product. The price is very important as
it determines the company's profit and hence, survival. Adjusting the price
has a profound impact on the marketing strategy, and depending on
the price elasticity of the product, often it will affect the demand and sales
as well. The marketer should set a price that complements the other
elements of the marketing mix.
When setting a price, the marketer must be aware of the customer perceived
value for the product. Three basic pricing strategies are: market
skimming pricing, market penetration pricing and neutral pricing.
Promotion
All of the methods of communication that a marketer may use to provide
information to different parties about the product. Promotion comprises
elements such as: advertising, public relations, sales organization and sales
promotion.
Distribution(Place)
Refers to providing the product at a place which is convenient for
consumers to access. Various strategies such as intensive distribution,
selective distribution, exclusive distribution and franchising can be used by
the marketer to complement the other aspects of the marketing mix.

8. 1.3 Marketing tools
Definition: The techniques and materials used by those who are involved in the promotion of
goods and services are known as MARKETING TOOLS. Most business that need to sell their
goods or services to the public will make extensive use of various marketing tools, such as
market research and advertising to help further their success.
A promotional plan is an outline of the marketing tools, strategies and resources that a company
intends to use to promote a product or service. A promotional plan is usually considered a vital
planning tool by most business managers that helps contribute toward the successful launch of a
new product or service or its expansion into a new market.
1.4 Consumer Behavior
Consumer Behavior is the study of individuals, groups, or organizations and the processes they
use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs
and the impacts that these processes have on the consumer and society. It blends elements
from psychology, sociology, social anthropology, marketing and economics. It attempts to
understand the decision-making processes of buyers, both individually and in groups such as
how emotions affect buying behaviour. It studies characteristics of individual consumers such
as demographics and behavioral variables in an attempt to understand people's wants. It also tries
to assess influences on the consumer from groups such as family, friends, sports, reference
groups, and society in general.
Customer behavior study is based on consumer buying behavior, with the customer playing the
three distinct roles of user, payer and buyer. Research has shown that consumer behavior is
difficult to predict, even for experts in the field. Relationship marketing is an influential asset for
customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of
marketing through the re-affirmation of the importance of the customer or buyer. A greater
importance is also placed on consumer retention, customer relationship management,
personalization, customization and one-to-one marketing. Social functions can be categorized
into social choice and welfare functions.
Each method for vote counting is assumed as social function but if Arrow’s possibility
theorem is used for a social function, social welfare function is achieved. Some specifications of
the social functions are decisiveness, neutrality, anonymity, monotonicity, unanimity,
homogeneity and weak and strong Pareto optimality. No social choice function meets these
requirements in an ordinal scale simultaneously. The most important characteristic of a social
function is identification of the interactive effect of alternatives and creating a logical relation
with the ranks. Marketing provides services in order to satisfy customers. With that in mind the
productive system is considered from its beginning at the production level, to the end of the
cycle, the consumer (Kioumarsi et al., 2009).

9. 1.5 Purchase Decision
Once the alternatives have been evaluated, the consumer is ready to make a purchase decision.
Sometimes purchase intention does not result in an actual purchase. The marketing organization
must facilitate the consumer to act on their purchase intention. The organization can use a variety
of techniques to achieve this. The provision of credit or payment terms may encourage purchase,
or a sales promotion such as the opportunity to receive a premium or enter a competition may
provide an incentive to buy now. The relevant internal psychological process that is associated
with purchase decision is integration. Once the integration is achieved, the organisation can
influence the purchase decisions much more easily.
There are 5 stages of a consumer buying process. The problem recognition stage, meaning the
identification of something a consumer needs. The search for information, which means you
search your knowledge bases or external knowledge sources for information on the product. The
possibility of alternative options, meaning whether there is another better or cheaper product
available. The choice to purchase the product and then finally the actual purchase of the
product. This shows the complete process that a consumer will most likely, whether recognisably
or not, go through when they go to buy a product.
1.6 Postpurchase Evaluation
The EKB (Engel, Kollat, Blackwell) model was further developed by Rice (1993) which
suggested there should be a feedback loop. Foxall (2005) further suggests the importance of the
post-purchase evaluation and that it is key because of its influences on future purchase patterns.
Other influences
Personality, motivation, knowledge, attitudes, beliefs, and feelings. Psychological factors include
an individual's motivation Consumer behaviour is influenced by internal conditions such
as demographics, psychographics (lifestyle),, perception, attitude and belief, while personal
factors include income level, personality, age, occupation and lifestyle
Congruence between personality and the way a persuasive message is framed (i.e., aligning the
message framing with the recipient’s personality profile) may play an important role in ensuring
the success of that message. In a recent experiment, five advertisements (each designed to target
one of the five major trait domains of human personality) were constructed for a single product.
The results demonstrated that advertisements were evaluated more positively the more they
cohered with participants’ dispositional motives.. Tailoring persuasive messages to the
personality traits of the targeted audience can be an effective way of enhancing the messages’
impact.
Behaviour can also be affected by external influences, such as culture, sub-culture, social class,
past experience reference groups, family and situational determinants. Culture is the broadest and
most abstract of the external factors, they are the complexity of learning meanings, values,
norms, and customs shared by members of a society. It is important to study the impact of
culture on consumer behavior as marketers expand their international marketing efforts.
Subcultures may be based on age, geographic, religious, racial, and ethnic differences. These

10. racial/ethnic subcultures are important to marketers because of their growth, size, and purchasing
power. Social Class refers to relatively homogenous divisions in a society into which people
sharing similar lifestyles and interests can be grouped. These social classes are important to
marketers because these consumers have similar buying habits. Reference group is defined as "a
group whose presumed perspectives or values are being used by an individual as the basis for his
or her judgment, opinions, and actions." As consumers we use three different types of reference
groups including, associative, aspiration and dissociative as a guide to specific behaviors.
Marketers use these groups to create advertisements. Finally, situational determinants or
purchase and usage decisions. Three types of these may have an effect: specific usage situations,
purchase situations, and the communication settings.
1.7 Consumer Choice
The theory of consumer choice is the branch of microeconomics that relates preferences to
consumption expenditures and to consumer. It analyzes how consumers maximize the
desirability of their consumption as measured by their preferences subject to limitations on their
expenditures, by maximizing utility subject to a consumer budget constraint.
Consumption is separated from production, logically, because two different economic agents are
involved. In the first case consumption is by the primary individual; in the second case, a
producer might make something that he would not consume himself. Therefore, different
motivations and abilities are involved. The models that make up consumer theory are used
to represent prospectively observable demand patterns for an individual buyer on
the hypothesis of constrained optimization. Prominent variables used to explain the rate at which
the good is purchased (demanded) are the price per unit of that good, prices of related goods, and
wealth of the consumer.
The law of demand states that the rate of consumption falls as the price of the good rises, even
when the consumer is monetarily compensated for the effect of the higher price; this is called
the substitution effect. As the price of a good rises, consumers will substitute away from that
good, choosing more of other alternatives. If no compensation for the price rise occurs, as is
usual, then the decline in overall purchasing power due to the price rise leads, for most goods, to
a further decline in the quantity demanded; this is called the income effect.

11. CHAPTER 2
COMPANY PROFILE

12. 2.1 Shalimar Paints
It is an Indian paints manufacturing company. The company is engaged in manufacturing and
marketing of decorative paints and industrial coatings. Some of India’s iconic buildings and
structures such as the Howrah Bridge, Rashtrapati Bhawan, Salt Lake Stadium, All India
Institute of Medical Sciences, and many others, continue to be painted with Shalimar Paints.

13. 2.2 History
It can be said that the history of Shalimar Paints is the history of the paints industry in India and
also in South East Asia. Shalimar Paints was founded in 1902 by two British entrepreneurs AN
Turner and AC Wright as Shalimar Paints Color & Varnish Ltd. In the same year, the company
set up a large scale manufacturing plant in Howrah, West Bengal, the first such plant in entire
South East Asia. In 1928, Pinchin Johnson & Associates of UK bought control from the British
entrepreneurs AN Turner and AC Wright. In 1963, the company's name was changed to
Shalimar Paints Ltd. after Turner Morrison & Co stepped in as new management.
With access to high-end technology, the company introduced many firsts in the industrial
coatings segment such as high build zinc coatings, radiation resistant coatings for nuclear power
plants, polyurethane paint for fighter aircraft and railway coaches, among others. Shalimar was
the first company to paint a fighter aircraft for the Indian Army.
In 1972 Shalimar went public and in 1989, the company was acquired by the O.P. Jindal Group
and the Hong-Kong based S.S. Jhunjhnuwala Group. In April 2013, Mr. Sameer Nagpal was
appointed as the Chief Executive Officer of the company and in August 2013, Mr. Nagpal was
elected as Managing Director and CEO of Shalimar Paints by the Board of Directors, effective
May 2013.

14. 2.3 The Art and Science ofPaints
At Shalimar Paints, ‘Art & Science’ co-exist in perfect harmony to create superior quality
durable paints. Under every coat of our paint lies a powerful layer of science designed to deliver
a beautiful and long-lasting finish.
Shalimar Paints has perfected this art of blending aesthetics and chemistry over the last 113 years
in manufacturing high performance paints that deliver beautiful, rich finishes. From mining the
best quality pigments to packaging and sealing of cans, Shalimar’s inventive DNA empowers
every drop of paint to give beauty and innovation in equal measure.
Our new logo is a symbol of our new DNA
The new Shalimar Paints logo stands solid and strong. Reminiscent of our century-old legacy
and at the same time exuding modernity and progression, the new logo affirms our commitment
to a bright future as one of India's fastest growing paint companies.
The bold and perfect square, with the stencil-stylized "S", symbolizes the coming together of Art
and Science.

15. 2.4 Boardof Directors
Mr. Girish Jhunjhnuwala
Girish Jhunjhnuwala is the Promoter Director representing The Jhunjhnuwala Group. Starting his
career by managing his family's Hong Kong based OEM watch business, Mr. Jhunjhnuwala
ventured into property development and created the Ovolo group of hotels and serviced
apartments. Today, the flagship Ovolo brand is one of Hong Kong's leading hospitality brands
that is proud of its charitable core. Mr. Jhunjhnuwala's business interests also include companies
under the Singapore-based Hind Group umbrella.
Mr. Ratan Jindal
Ratan Jindal is the Promoter Director on the Board representing The Jindal Group. An alumnus
of the Wharton School of Management and a visionary leader, Mr Jindal has played a key role in
developing the stainless steel industry and has contributed to shaping India's urban infrastructure
with the usage of stainless steel. His flagship company Jindal Stainless is India's largest
integrated manufacturer of quality stainless steel and is among the top 10 stainless steel
producers in the world. A believer in Inclusive Management, Mr Jindal lays great emphasis on
growth with social responsibility.

16. 2.5 Researchand Development
Shalimar Paints believes in paint innovations that protect infrastructure and assets, and enrich
consumers' home lives. The company pioneered industrial coatings technology in India with
several industry firsts such as high build zinc coatings, radiation resistant coatings for nuclear
power plants, polyurethane paint for fighter aircraft and railway coaches, among others.
Recognizing the importance of R&D, the company set up its first R&D centre in Howrah, West
Bengal in 1902. This centre holds the distinction of being the first Indian in-house R&D unit to
get recognized by the Department of Scientific & Industrial Research (DSIR), Govt of India, in
1979. To keep pace with the company’s growth and expansion, it set up its second R&D centre
spread over 10,000 ft, in Nashik, Maharashtra in 2009.
Equipped with world-class infrastructure and manned by skilled talent, the R&D centres focus
on:
 Product and process innovations
 Development and prototyping of innovative, environment friendly technologies
 Creating new business opportunities by bridging technology and product gaps faster
 Customisation of Industrial Coatings products as per customer requirement

17. 2.6 Distribution Network
Shalimar Paints has a pan-India sales and distribution network. With 54 branches and depots, the
company services more than 8,000 dealers across the country.
Shalimar believes that service is the key in paints business. For greater distribution efficiency
and improved customer service, the company has 5 distribution centres - in East (Howrah), West
(Bhiwandi and Ahmedabad), North (Ghaziabad) and South (Coimbatore) zones of the country.
With more regional distribution centres in the pipeline, Shalimar Paints is poised to provide
superior customer service all over India.

18. 2.7 Corporate SocialResponsibility
Shalimar Paints has been one of the earliest adopters of CSR in India. From early twentieth
century, the company has been working to create a positive impact on the community and
supporting marginalized sections of the society.
CSR Vision & Activities
Shalimar Paints stands for positive transformation. With its Corporate Social Responsibility
philosophy “Colors of Change”, the company aims to bring change that betters the quality of
people’s lives. Shalimar seeks to undertake positive interventions in the areas of Education,
Health, Environment and Community Development that have a measurable, long-term
impact.
Programmes include:
 Education support for primary and secondary school children
 Energy and water conservation at plants
 Health and Community Development programmes around offices and plants

19. 2.8 Strategic Transformation
In 2013, Shalimar Paints started a journey of strategic transformation to become one of the top
players in the decorative paints segment. As part of the strategy, the company is transitioning to
become a more consumer-centric company by growing its decorative business. In 2014, this
century-old paint brand rejuvenated its logo and refreshed its positioning to connect with today's
consumers. Recognizing the brand's transformation, Shalimar Paints was awarded the Brand
Excellence Award for Brand Revitalization by Ananda Bazar Patrika (ABP) Group in association
with World Marketing Congress. Apart from rejuvenating its brand, the company is improving
its product mix, launching new products, strengthening relationship with dealer partners,
improving distribution and augmenting manufacturing capacity.

20. 2.9 Presence andOfferings
Shalimar Paints is present in over 2000 cities and towns of India through a network of more than
8000 dealers. The company has three manufacturing units in Howrah, West Bengal; Nasik,
Maharashtra; Sikandrabad, Uttar Pradesh and a new plant is coming up in Goomidipoondi, near
Chennai, Tamil Nadu. It has two Research & Development centers in Howrah, West Bengal and
Nasik, Maharashtra, focusing on technology, product and process innovations. The company has
an exhaustive range of products in decorative paints and industrial coatings. Shalimar's
decorative business covers both interior and exterior paints where it has a number of flagship
brands. Under the tinting brand "Color Space", Shalimar offers more than 1,000 shades across all
product lines to its customers.

21. CHAPTER 3
RESEARCH
METHODOLOGY &
DESIGN

22. RESEARCHMETHODOLGY
3.1 AIM OF STUDY
To carry out a study on the consumer buying behavior for Shalimar paint
3.2 OBJECTIVESOF THE STUDY
The major objectives of the study are as follows:
 To study the awareness of customer about Shalimar paint
 To learn consumers’ attitude towards Shalimar paint
 To understand consumers’ preference towards paimt
 To find out the frequency of purchase
 To study consumers’ loyalty for Shalimar paint
 To learn major reasons of consumer satisfaction in relation to Shalimar paint
3.3 RESEARCHDESIGN
A Research design is the specification of methods and procedures for acquiring the information
needed to structure or solve the problem. The methods and techniques involved in the study are
as follows:
ResearchType
Exploratory cum Descriptive research has been used in the study. This type of research
describes what exists and may help to uncover new facts and meaning. Descriptive
research included survey and fact-findings by consulting the respondent through a
structured questionnaire.
I. Population
The total element of the universe from which sample is selected for the purpose of study
is known as population. The population of my research is the dealer of Shalimar paint
II. Sample Size
The sample size is fixed at 40 employees, which was selected considering the time factor.

23. III. Sampling technique
Convenience sampling has been used to collect the data from the respondent.
Convenience sampling is a non-probability sampling technique where subjects are
selected because of their convenient accessibility and proximity to the researcher.

24. 3.4 DATA COLLECTION TECHNIQUES
For any research to succeed raw facts must be collected in a form which helps in effective
production of results and meeting the objectives of study. There are basically two sources of data
collection:
I. Primary Data
It is a term for data collected on source which has not been subjected to processing or
any other manipulation. The primary data was collected from the respondents by
administering a structured questionnaire and also through observation.
II. SecondaryData
They are those, which has already been collected by someone else.
Secondary data is extracted from files, registers, websites
and records obtained from personnel department.

25. 3.5 DATA ANALYSIS METHOD
I. Recording ofData
Each respondent records his or her answer by marking a particular response box. As such the
data is recorded by each respondent.
II. Structuring of Data
After questionnaires were completed the responses were coded, summed and tabulated on an
Excel spreadsheet. For this reason the questionnaire has been pre-coded to help facilitate this
action.
III. Analysis of Information
The analysis of the information was done through SPSS software. In this I have used
multiple response analysis and statistical analysis.

26. 3.6 LIMITATIONS OF THE STUDY
There are a few limitations, as stated below, with regard to my study:
 This study is only limited to the dealer of the Shalimar paint.
 Time constraint was the major limitation of the project.
 Sample is not representative of the entire population.
 To create good image, respondents may give responses that may vary from the facts.

27. 3.7 ETHICAL REQUIRMENTS
Certain ethical considerations formed part of this study as it pertains to the respondent:
 The implications and benefits of the study were explained.
 The respondent was not forced to complete the questionnaire.
 All information submitted by the respondents was considered as confidential
information.
 The respondent has been made aware of his or her right to anonymity.
 The respondent’s available time has been taken into account by accommodating with a
short and easily understandable questionnaire.

28. CHAPTER 4
DATA ANALYSIS &
INTERPRETATION

29. Q1 Have you heard about Shalimar paint?
Yes = 1
No = 0
OPTION
Responses
N Percentage
YES 38 95%
NO 2 5%
Total 40 100%
Inference
From the above pie chart it is clear that 95% customers have heard about Shalimar paint and 5%
customers have not heard about Shalimar paint.
95%
5%
Responses
YES
NO

30. Q2. From where did you getto know about Shalimar paint?
Advertisement = 1
Newspaper = 2
Television = 3
Painter = 4
Friends = 5
Inference
From above table we have concluded that 25.6% of the respondent knows about Shalimar Paints
through advertisement and 23.10% knows through television.20.5% respondents know through
newspaper and 17.90% respondents know through painter. 12.8% respondents know through
friends which is the least percentage.
25.60%
20.50%
23.10%
17.90%
12.80%
Responses
Advertisement
Newspaper
Television
Painter
Friends
OPTION Responses
N Percentage
Advertisement 20 25.6%
Newspaper 16 20.5%
Television 18 23.1%
Painter 14 17.9%
Friends 10 12.8%
Total 78 100.0%

31. Q3 ATTITUDE
Strongly like = 1
Like = 2
Strongly Dislike = 3
Attitude
N Valid 38
Missing 0
Mean 1.8772
Inference
From above table we conclude that means value is 1.9 which is close to 2 it means majority of
the respondents like Shalimar paints.
Factors Strongly Like Like Strongly Dislike
Durability of Paint 11 23 4
Color Combination 11 20 7
Price of Paint 16 12 8
Thickness of Paint 8 21 9
Ease of Cleaning wall 13 19 6
Eco Friendliness 12 17 9

32. Q4 Give important reasons foryour preference for Shalimar paint?
Quality = 1
Price = 2
Value = 3
Availability = 4
OPTION Responses
N Percent
Quality 20 29.4%
Price 21 30.9%
Value 7 10.3%
Availability 20 29.4%
Total 68 100.0%
Inference
From above table we conclude that respondents give preference to Shalimar paints due to its
availability in the market which is 31% and respondents believe that Shalimar paints is least
(10%) valuable.
30%
31%
10%
29%
Responses
Quality
Price
Value
Availability

33. Q5 How many times do you purchase Shalimar paint in a year?
How many times do you purchase Shalimar paint in a year?
Frequency Percent Valid
Percent
Cumulative Percent
Valid 0 4 10.5 10.5 10.5
1 17 44.7 44.7 55.3
2 9 23.7 23.7 78.9
3 3 7.9 7.9 86.8
4 3 7.9 7.9 94.7
5 1 2.6 2.6 97.4
6 1 2.6 2.6 100.0
Total 38 100.0 100.0
Inference
From above table we conclude that in a year 45% respondent’s purchase Shalimar paints once a
year.
10%
45%24%
8%
8%
2% 3%
Responses
0
1
2
3
4
5
6

34. Q6 If Shalimar paint is not available in the shop, would you like to purchase
any other brand?
NO = 0
YES = 1
If Shalimar paint is not available in the shop, would you like to purchase any other
brand?
Frequency Percentage Valid
Percentage
Cumulative
Percentage
Valid NO 9 23.7 23.7 23.7
YES 29 76.3 76.3 100.0
Total 38 100.0 100.0
Inference
From the above table we conclude that Shalimar Paints should make their products available as
76% respondents are likely to switch to another brand in case on non-availability.
24%
76%
Responses
NO
YES

35. Q7 If you get more discount on any other brand, would you go for that?
NO = 0
YES = 1
If you get more discount on any other brand , would you go for that?
Frequency Percentage Valid
Percentage
Cumulative Percentage
Valid NO 8 21.1 21.1 21.1
YES 30 78.9 78.9 100.0
Total 38 100.0 100.0
Inference
From the above table we conclude that 79% respondents will switch to another brand if they get
discount on other brands.
21%
79%
Responses
NO
YES

36. Q8 Are you satisfiedwith Shalimar paint?
Are you satisfied with Shalimar paint?
Frequency Percentage Valid
Percentage
Cumulative
Percentage
Valid NO 12 31.6 31.6 31.6
YES 26 68.4 68.4 100.0
Total 38 100.0 100.0
Inference
From the above table we conclude that 68% respondents are satisfied with Shalimar Paints.
32%
68%
Responses
NO
YES

37. Q9 If not, which factors are you not satisfiedwith?
Quality = 1
Durability = 2
Color combination = 3
Thickness = 4
Eco friendly = 5
OPTION Responses
N Percent
Quality 3 15%
Durability 2 10%
Color Combination 4 20%
Thickness 5 25%
Eco friendly 6 30%
Total 20 100.0%
Inference
From above Table we conclude that 25% of the respondents are not satisfied with thickness of
the Shalimar paints. 20% are not satisfied with the color combination. 30% are not satisfied with
eco friendly. 15% are not satisfied with quality of the paint. And 10% that is the least percentage
of respondents are not satisfied with durability of Shalimar paints.ied with durability of Shalimar
paints.
15%
10%
20%
25%
30%
Responses
Quality
Durability
Colour Combination
Thickness
Eco Friendly

38. CHAPTER 5
CONCLUSION &
RECOMMENDATIONS

39. 5.1 CONCLUSION
From our research I can conclude that most of the respondents are aware of Shalimar paints.
Advertisement on television and newspaper is the main source of awareness of the product. Our
respondents like the product mostly due to lower prices compared to other brands, the quality of
the product is also good at these prices and the product is in reach of customers. A very few
share of respondents dislike the product and mostly give common reasons of thickness, eco
friendliness, durability and color combinations available in the product which makes the product
non-valuable for them. Most of respondents buy the product once a year but our analysis shows
that maximum of the respondents are not loyal to the product they immediately prefer over
Shalimar paint if there is no availability of Shalimar paint or if they don’t get good deals on
Shalimar paints.

40. 5.2 RECOMMENDATIONS
 A few more advertisements on Social Media can add on modern consumers for the
products
 Improvement in durability, thickness and eco friendliness if needed to make it more
valuable can change the views of respondents about the product.
 A wide range of color combination is always appreciated by the customer. Company can
add new color combinations available in the Shalimar paints.
 Company can open new outlets of Shalimar paints, which can provide digital mixing of
color like other brands.
 Company can provide attractive offers and schemes for regular and new customers to for
diminishing the possibility of Shalimar paint customers opting some other brand.

41. BIBLIOGRAPHY
 Kothari, C.R., Research Methodology- Methods & Techniques, New Delhi, New Age
international(P)Ltd.,Publishers,SecondEdition,2004.
 Ashwathapa K., Consumer Behavior, Tata Mc Graw Hill
 Chhabra. , T. N. Consumer Behavior, Dhanpat Rai & Co (P) Ltd. India, ninth edition.
 Kuester, Sabine (2012): MKT 301: Strategic Marketing & Marketing in Specific
Industry Contexts, University of Mannheim, p. 110.
 Lynn R. Kahle, Angeline G. Close (2011). Consumer Behavior Knowledge for Effective
Sports and Event Marketing. New York: Routledge. .
 Elizabeth A. Minton, Lynn R. Khale (2014). Belief Systems, Religion, and Behavioral
Economics. New York: Business Expert Press.
 J. Scott Armstrong (1991). "Prediction of Consumer Behavior by Experts and
Novices" (PDF). Journal of Consumer Research (Journal of Consumer Research Inc.)

42. ANNEXURE
QUESTIONNAIRE
To study the consumer buying behavior for Shalimar paint
Have you heard about Shalimar paint?
o Yes
o No
o
From where did you get to know about Shalimar paint?
o Advertisement
o Newspaper
o Television
o Painter
o Friends
o
Indicate the extent to which you agree with the statements by putting a tick on the
appropriate column?
Strongly like Like Not like
1. Durability of
paint
2. Color
Combination
offered by the
brand
3. Price of paint
4. Thickness of
paint
5. Ease of
cleaning wall
after paint
6. Eco
friendliness(Like
lead free)

43. Give your priority of preference to the paints?
1 2 3 4 5
Berger
paint
Nerolac
paint
Shalimar
paint
Asain
paint
Dulux
pain
Give important reasons for your preference for Shalimar paint?
o Quality
o Price
o Value
o Availability
How many times do you purchase Shalimar paint in a year?
If Shalimar paint is not available in the shop, would you like to purchase any other
brand?
o Yes
o No
If you get more discounts on any other brand, would you go for that?
o Yes
o No

44. Are you satisfied with Shalimar paint?
o Yes
o No
If not, which factors are you not satisfied with?
o Quality
o Durability
o Color combination
o Thickness
o Eco friendly

45. BHAI PARMANAND INSTITUTE OF BUSSINESS STUDIES
FORMAT FOR PROJECT SUMMARY TO BE SUBMITTED TO PANEL AT THE TIME OF
PRESENTATION
1. Working Title :
2. Purpose of the Study :
3. Objective of the Study :
4. Hypothesis of the Study :
5. Methodology
 Research Design :
 Data Collection Approach :
 Sampling Method :
 Measurement Techniques :
6. Proposed Table of Contents of the :
Project Report
7. Questionnaire (if any) :
REMARKS
1) Project summary/synopsis should be signed by the student and the concerned supervisor
of the student.
2) Supervisor can suggest the changes in the above format are required.

46. ATTENDANCE FOR SUMMER TRAINING PROJECT REPORT
NAME OF THE STUDENT :
CLASS :
ROLL NO. :
NAME OF THE SUPERVISOR :
[Dr. G.K. Varshney]
In-charge, MBA
& Project Guide
S.NO. DATE TIME PROGRESS OF
REPORT(REMARK)
SIGNATURE
OF STUDENT
SIGNTURE OF
SUPERVISOR

47. EVALUATION SHEET FOR SUMMER TRAINING PROJECT REPORT
STUDENT’S NAME : ___________________________________
ROLL NO. : ____________________________________
EVALUATOR’ FEEDBACK: ____________________________________
_____________________________________
_____________________________________
_____________________________________
DID THE STUDENT CONTACT YOU REGULARLY FOR DISCUSSION?
: YES/NO (Please Tick)
MARKES AWARDED : ______________________________________
SIGNATURE OF EVALUATOR
NAME: _____________________
DATE: ______________________