Asian Paints

Consumer Attitude towards Asian Paints

1. INTRODUCTIONWhile marketing any product we have to understand the behavior and

attitude of the consumers. The attitude of the consumers is very important.

Because, the consumers are the core targets in achieving the marketer’s

objectives. A brief idea about the consumer behavior and attitude is as follows

an attitude is an idea charged with emotion, which predisposes a class of

action to a particular class of situation. A person can have attitude towards

various brands of products and services. Attitudes are the most used socio-

psychological concepts in marketing.

Consumer behaviour is the study of when, why, how, and where people do or

do not buy a product. It blends elements from psychology, sociology, social

anthropology and economics. It attempts to understand the buyer decision

making process, both individually and in groups. It studies characteristics of

individual consumers such as demographics and behavioural variables in an

attempt to understand people's wants. It also tries to assess influences on the

consumer from groups such as family, friends, reference groups, and society

in general.

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

customer playing the three distinct roles of user, payer and buyer. Relation-

ship 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 im-

portance is also placed on consumer retention, customer relationship manage-

ment, personalisation, customisation and one-to-one marketing. Social func-

tions 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, neu-

trality, anonymity, monotonicity, unanimity, homogeneity and weak and

strong Pareto optimality. No social choice function meets these requirements

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http://en.wikipedia.org/wiki/Product_(business)

http://en.wikipedia.org/wiki/Pareto_optimality

http://en.wikipedia.org/wiki/Relationship_marketing

http://en.wikipedia.org/wiki/Relationship_marketing

http://en.wikipedia.org/wiki/Consumer

http://en.wikipedia.org/wiki/Demographic

http://en.wikipedia.org/wiki/Economics

http://en.wikipedia.org/wiki/Anthropology

http://en.wikipedia.org/wiki/Social_Anthropology

http://en.wikipedia.org/wiki/Sociology

http://en.wikipedia.org/wiki/Psychology


in an ordinal scale simultaneously. The most important characteristic of a so-

cial function is identification of the interactive effect of alternatives and creat-

ing a logical relation with the ranks. Marketing provides services in order to

satisfy customers

Information evaluation

At this time the consumer compares the brands and products that are in their

evoked set. How can the marketing organization increase the likelihood that

their brand is part of the consumer's evoked (consideration) set? Consumers

evaluate alternatives in terms of the functional and psychological benefits that

they offer. The marketing organization needs to understand what benefits

consumers are seeking and therefore which attributes are most important in

terms of making a decision.

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 organisation can use 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.

Consumer behaviour is influenced by: demographics, psychographics

(lifestyle), personality, motivation, knowledge, attitudes, beliefs, and feelings.

Consumer behaviour concern with consumer need consumer actions in the

direction of satisfying needs leads to his behaviour of every individuals

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depend on thinking. Consumer behaviour is influenced by: culture, sub-

culture, locality, royalty, ethnicity, family, social class, past experience

reference groups, lifestyle, market mix factors.

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2. HISTORY OF PAINTS AND COATINGS

Paint - the group of emulsions generally consisting of pigments

suspended in a liquid medium for use as decorative or protective coatings

made its earliest appearance about 30,000 years ago. Cave dwellers used

crude paints to leave behind the graphic representations of their lives that even

today decorate the walls of their ancient rock dwellings.

The paint and coatings industry, however, had to wait for the Industrial

Revolution before it became a recognized element of the American national

economy. The first recorded paint mill in America was reportedly established

in Boston in 1700 by Thomas Child. A century and a half later, in 1867, D.R.

Averill of Ohio patented the first prepared or “ready mixed” paints in the

United States.

In the mid-1880s, paint factories began springing up in population and

industrial centers across the nation. Mechanization was making the

manufacturing process accessible to a larger and less specialized group of

entrepreneurs. The weight of prepared paint makes it expensive to transport,

so a decentralized structure of small manufacturers in discrete markets

dominated the industry until the mid-1900s.

That structure still continues to some extent today with the significant

industry segment of small- to medium-sized paint manufacturers who serve

limited regional markets.

Besides mechanizing and professionalizing the paint industry, the

Industrial Revolution also created vast new markets for paints and coatings.

Virtually every product created on an assembly line — from the Model T Ford

to the latest-model television — makes extensive use of paints and coatings to

beautify, protect and extend the life of the manufactured goods.

Many of today’s paints and coatings may go unnoticed by the

consumer, but play immeasurably valuable roles in delivering high-quality

foodstuffs, durable goods, housing, furniture and thousands of other products

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to market. Total sales for the industry were approximately $123 billion in

2009.

As soon as the impact and potential risks of various paint components

have been quantified, paint manufacturers take action. Historically, the

industry readily responded to environmental and health concerns by altering

the chemistry of its products to control risks. Paint manufacturers started

replacing lead pigments in some paints, for example, before World War II,

when more affordable and safer alternatives began appearing.

Industry consensus standards limiting the use of lead pigments date

back to the 1950s. Common house paints, contrary to some consumers’

beliefs, contained little, if any, lead since then. Household paints have not

included any lead since its use was banned by the Consumer Product Safety

Commission in 1978.

Contemporary paints and coatings consist of countless compounds

uniquely formulated to fulfill the varied requirements of hundreds of

thousands of applications.

“Paint” ranges from the broad group of environmentally-sound latex

paints that many consumers use to decorate and protect their homes and the

translucent coatings that line the interior of food containers, to the chemically-

complex, multi component finishes that automobile manufacturers apply on

the assembly line.

However you look at it, paints and coatings have evolved from the

simple Early Man colors on cave walls into a primary protective barrier

between our possessions and our environment.

EVOLUTION OF PAINTS:

Paints were in use for representational and decorative purpose for

thousands of years. Before the idea of using them as a protective coating

appeared. The earliest known paintings, found in the caves of Lascaux France

and Altamira, Spain, made with iron oxide and applied without birder, date

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from as early as 15000 BC. Early people of America, Africa and Oceania also

used paints to decorate temples and dwellings.

The Egyptians prepared colors from soil and by 1500BC such dyes in

indigo and madder to blue red pigment. By 1000BC they had developed a

varnish from the gum of the acacia tree (gum Arabic) that contributed to the

permanence of their art.

REVOULUTION OF PAINTS:

The first use of protective coatings was used by the Egyptians, who

employed pictures and balsams to seal ships. Not until Middle age did paints

developed then were handmade, using such costly raw materials as egg white.

In the 17th century white lead paint become widely available. Extensive

exploitation of linseed oil (a drying oil useful as vehicle) from the flax plant

and pigment grayed zinc oxide (a white pigment) in the 18th century brought

a rapid expansion in paint industry.

EMERGENCE OF PAINT WITH MODERN TECHNOLOGY:

The 20th century brought an enormous of articles requiring protective

coating a corresponding production of paint products was achieved by

intensive research effort. 20th century saw important development in paint

technology, including the introduction of synthetic polymers as vehicles. The

dye industry and the plastic industry contributed the development of

polymers. The most significant change in the paint technology in this century

is the return to aqueous systems (water based paints) at a level of highly

developed and complexity never conceived by the Egyptians.

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TYPES OF PAINTS:

1. OIL BASED PAINTS:

Painting in oil colors, a medium consisting of pigments suspended in

drying oils. A coat of picture varnish is usually given to finished oil painting

to protect it from atmospheric attacks, and an injurious accumulation of dirt.

These oil based paints have the properties of flowing, leveling and controlling

the film properties such as flexibility, durability and hardness.

2. HAMMER TONE FINISHES:

Hammer finishes a used extensively on instruments, metal surfaces,

type writers, office furniture’s and sheet metal work. The advantage of

hammer finish as over the wrinkle finish is that they do not collect the dust to

the same degree and the wrinkle finisher.

3. HEAT RESISTANT PAINTS:

Oil glass paints are not satisfactory to the decoration of surface such as

radiation and heating panels. The formulation of heat resistant paints will be

naturally is influenced by both temperature to films likely to be exposed and

the exposed time which is often very long time.

4. WASHABLE DISTEMPER:

Washable distempers highly economical and trusted. These distempers

are most popular and largest selling interior walls coating in India. These

types of distempers are used on plaster, brickwork, etc.

5. EMULSION PAINT:

It is a choice paint for the beautiful interior for a dream home. It dries

rapidly and gives the wall a freshly painted look year after year. It provides

long lasting protection to both interiors and exteriors. It is characterized by

excellent flow and leveling smooth finish and as excellent anti-fungal

property.

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6. CEMENT PAINTS:

It is an economic interior/exterior wall finish. It gives protection to

varying weather conditions. Cement paint is widely used for application to

sand faced, concrete, brick work, etc., and similar forms surface.

7. ENAMELS:

Enamels provide the best coating for metals. They are tough, durable

and glossy in finish. The smooth, shiny look lasts for years. Enamels protect

from corrosion. These are available in a range of attractive shades.

INDIAN PAINT INDUSTRY AN OUTLOOK:

There is an abundance of paint manufacturing companies in India

today, a vast majority of them in the small scale section. The total number of

units is estimated at over a thousand. The first paint factory was established in

India in the Year 1902 in Kolkotta by the name Shalimar paints. The period

after 1920 saw the advent of paint companies in the country.

The chronological order of establishment is as follows:

Goodlass Nerolac 1920 Jenson and Nicholson 1922 Berger

1923 Honyle 1923 Garware 1931 Asian paints

1942 ICI 1951

It can be seen from the above that till second world war , the paints

industry consisted of few foreign companies and some small indigenous units.

The paint industry has been progressing from strength to strength a compound

annual growth rate of 12.2% during the five year period ending the march

2000. On the global map Indian paint industry way behind other countries.

The per capita consumption in India is only 1 kg when compared to 26 kg, In

the U.S. and 1.5 kg in Thailand.

The industry is broadly divided into 2 segments, industrial and

decorating. The decorating paints segment with a market share of 70%

compared to 20% in organized section. In 2000 the Indian paint industry had

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an output of 6,30,000 tones and was valued at Rs. 49 billion. A survey carried

out by the Indian paint association puts the production potential of industry at

3.2 million tones by the year 2008-09.

This implies growth of around 8.5% p.a. 6 large paints companies in

the organized sector together increased their aggregate sales turnover by more

than 13%.Profitability ratio jumped from 16.28 in 2007-08 to 20.54 in 2008-

09.

The Asian paints, which is a market leader with a turnover of 20.67

billion (in U.S. $ 435 million) followed by Goodlass Nerolac has a turnover of

Rs. 4510 million.

The net profit of Asian company Rs. 868.8 million while that of

Goodlass Nerolac is Rs. 355.5 million. The paint industry is characterized by

high-tech tie ups.

This has contributed to high quality standards supplier of reliability

and ability to offer complete coating systems. Experts say that the Indian

paints industry lags behind by 50 years in technology, compared to paint

manufacturers in advanced countries.

To narrow this gap, manufacturer will have to go in for joint ventures

and technical tie ups with foreign companies. Of course, out of the top 11

global paint manufacturers 10 are present in India. Through joint

ventures/associate/licensing arrangement.

TECHNOLOGY TIE- UPS:

COMPANY COLLABORATOR COUNTRY:

Asian paints Nippon paints PPG industries Sigma coating Japan USA

Neatherland Goodlass Nerolac Kansai paints Nohon Toksuhu Dupont Japan

Japan USA Berger paints Valspar Corp. Herberts Italino Inc. Teodur NV USA

Germany Italy Netherlands Jenson & Nicholson Chogoku Herberts Tikkurial

OY Japan Germany Finland ICI ICI Pic Herberts Nippon U.K. Germany

Japan Shalimar paints Salphi WR Grade Italy USA

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IT’S ALL ABOUT YOUR HOME:

Your home is your empire. A place where you can be everything that

you really are. It is the canvas, which tells your story. For it has seen you

through the spectrum called life… Door that have let in joy, walls that

cocooned you in sorrow. Sealing under which you laid down in peace, Floors

that have been your play ground. And it is the right colors that go into making

your home that place that you want to come back to everyday this is the one

beacon that guides us, at Asian paints.

ASIAN PAINTS:

As we move towards becoming the one company that create beautiful

homes. A lot of changes are taking place to achieve this dream. New services,

innovative concepts, new packaging and to tap it all, a new identity.

Now we shall work towards being innovative, friendly, individualistic,

contemporary, trend setting and fresh for that is the new Asian paints…

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3. CORPORATE PROFILE - ASIAN PAINTS

The company is having presently four paint manufacturing locations in

India. Ankaleshwar, Bhandup, Patancheru, Kasna. The company is setting up

a new facility in Sriperumbadur, Chennai where these new positions will be

based. An Asian paint is the India’s largest paint company and ranks among

the top 10 decorative coating companies.

As we move towards becoming the one company and ranks among the

top ten decorative coatings companies in the world today, with a turnover of

Rs 20.67 billion (USD 435 million) and an enviable reputation in the Indian

corporate world for Professionalism, Fast Track Growth, and Building

Shareholder Equity.

The October’ 2002 issue of Forbes Global magazine USA ranked

Asian Paints among the 200th Best Small Companies in the World for 2002

and presented the ‘Best under a Billion’ award, to the company. One of the

country’s leading business magazines “Business Today” in Feb 2001 ranked

Asian Paints as the Ninth Best Employer in India. A survey carried out by

‘Economic Times’ in January 2000, ranked Asian Paints as the Fourth most

admired company across industries in India. Among its various other

achievements, Asian Paints is the only company in India to have won the

prestigious Economic Times - Harvard Business School Association of India

award on two separate occasions, once in the category of “Mini-Giants” and

the other in “Private sector Giants”

The company has come a long way since its small beginnings in 1942.

Four friends who were willing to take on one of the worlds biggest,

Most famous paint companies operating in India at that time set it up as a

partnership firm.

Over the course of 25 years Asian Paints became a corporate force and

India’s leading Paints Company. Driven by its strong consumer-focus and

innovative spirit, the company has been the market leader in paints since

1968. Today it is double the size of any other paint company in India.

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Asian Paints manufactures a wide range of paints for Decorative and

Industrial use. Vertical integration has seen it diversify into Specialty products

such as Phthalic Anhydride and Pentaerythritol. Not only does Asian Paints

offer customers a wide range of Decorative and Industrial paints, it even

Custom-creates products to meet specific requirements.

To keep abreast of world technology and to protect its competitive

edge, Asian Paints has from time to time entered into technology alliances

with world leaders in the paint industry. It has a 50:50 joint venture with

Pittsburgh Paints & Glass Industries (PPG) of USA, the world leader in

automotive coatings, to meet the increasing demand of the Indian automotive

industry.

It has also drawn on the world’s latest technology for its

manufacturing capabilities in areas like powder coatings and high-tech resins -

thus ensuring that its product quality lives up to exacting international

standards, even in the most sophisticated product categories.

The company places strong emphasis on its own in-house R&D,

creating new opportunities by effectively harnessing indigenous creativity.

The Asian Paints Research & Development Center in Mumbai has acquired

the reputation of being one of the finest in South Asia. With its team of over

125 qualified scientists, it has been responsible for pioneering a number of

new products and creating new categories of paints. The R&D team has

developed the entire decorative range of the company.

The company boasts of state-of-the-art manufacturing plants at

Bhandup in the state of Maharashtra; at Ankleshwar in the state of Gujarat; at

Patancheru in the state of Andhra Pradesh; and at Kasna in the state of Uttar

Pradesh. All the company’s plants have been certified for ISO 9001 - the

quality accreditation. All the company’s plants have also received the ISO

14001 certificate for Environment Management Standard. The Phthalic

Anhydride plant has been certified for ISO 9002 and ISO 14001 whereas the

Penta plant has been certified for ISO 14001. The Penta plant will shortly

receive its ISO 9002 certification.

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In June 2002, Asian Paints plant in Patancheru was conferred “The

Golden Peacock” award by the World Environment Foundation and the award

for ‘Excellence in Environment Management’ by the Government of Andhra

Pradesh.

Asian Paints was one of the first companies in India to extensively

computerize its operations. In addition to computerized manufacturing,

computers are used widely in the areas of distribution, inventory control and

sophisticated MIS to derive benefits of faster market analysis for better

decision making. It is a continuously evolving company deriving its cutting

edge from the use of innovative IT solutions. All the locations of the company

are integrated through the ERP solution.

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Highlights:

Net Sales and Operating Income of Asian Paint (India)Ltd. grew by

14.4% from Rs.16,966 million in 2003-04 to Rs. 19,415 million in

2004-05.

Net Profit increased by 17.4% from Rs. 1,478 million in 2003-04 to

Rs. 1735 million in 2004-05

The Board of Directors have recommended dividend of 95% for the

year 2004-05 with a payout ratio of 60%

State of the art emulsion paint manufacturing facility commissioned at

Sriperumbudur near Chennai.

BOARD OF DIRECTORS: Ashwin C Choksi Non-Executive Chairman

Ashwin S Dani Non-Executive Vice Chairman

Murthy P M Managing Director & CEO

Abhay Vakil Director

Mahendra Choksi Director

Amar A Vakil Director

Ina Dani Director

Tarjani Vakil Chairperson of Audit Committee

Dipankar Basu Director

Deepak M Satwalekar Director

Rajendra Shah Director

Dr. S Sivaram Director

Mahendra M Shah Director

Ramadorai S Director

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CORPORATE SOCIAL RESPONSIBILITY

Asian Paints approaches Corporate Social Responsibility (CSR) from

the perspective of being a responsible corporate citizen. There has been a

continued effort to take up initiatives in various quarters and ensure sufficient

resources for the sustenance and continuity of the same. The Company has

identified projects across all its manufacturing locations in the country

primarily in the areas of education, health care, and rain water harvesting.

In the area of education, the Company has been involved in supporting

various schools around its plants including the setting up of the “Gattu” school

at Ankleshwar which provides eduction to around 2,500 students from various

strata of society. In the area of health care, the Company continued operating

Mobile Medicare Units (MMU) around Patancheru (Andhra Pradesh) and

Kasna(UP) plants collaborating with HelpAge India, an NGO. The Company

also took the initiative of treating people with cataract and successfully got

around 460 patients operated at recognized eye- hospitals.

RESEARCH AND DEVELOPMENT

Research and Development (R&D) plays an important role in

developing new products and reducing cost by re-engineering formulations.

R&D operates in tandem with the Company’s long term strategy and demands

of the market place. In the last few years, the R&D efforts have been focused

on developing new exterior finishes, economy emulsions, distempers and wood

finishes.

INTERNATIONAL OPERATIONS:

Asian Paints operates in 23 countries across the world. It has

manufacturing facilities in each of these countries and is the largest paint

company in nine overseas markets. It is also India’s largest exporter of paints,

exporting to over 15 markets in the Asia-Pacific region, the Middle East and

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Africa. In 12 markets, it operates through its subsidiary, Berger International

Limited and in Egypt through SCIB Chemical SAE.

CORPORAT VISION:

“Asian Paints aims to become one of the top five Decorative coatings

companies world-wide by leveraging its expertise in the higher growth

emerging markets. Simultaneously, the company intends to build long term

value in the Industrial coatings business through alliances with established

global partners.”

“Finishes that give you great looking interiors, with the choice of

every shade of the spectrum”

HISTORY

1942

During the Second World War, it was hardly a promising time to set

up a new company in India, but that is exactly what four young men did in

Bombay.

The name “Asian Paints” was picked randomly from the telephone

directory.

And the four young men started manufacturing paint in a garage rented

for Rs. 75 a month, equipped with little more than a traditional Gujarati rhyme

that reminded them that you can make any colour by mixing the right

proportions of red, blue and yellow.

1945

The company had touched a modest turnover of Rs. 350,000, way

beyond the wildest dreams of the partners. Up against the giant international

paint companies, Asian Paints hit on the innovative marketing strategy of

“going where the consumer is”, reaching out to the remotest corners of the

country to give consumers products the way he wanted them-in conveniently-

sized packs. It was also around this time that the company created its mascot,

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Gattu, which has grown into one of India’s most recognizable advertising

symbols and representative of Asian Paints’ strong Indian identity.

1957

It was the beginning of a decade of dramatic growth. The company’s

R&D department figured out a way to produce international quality Phenolic

and Maleic resins on its simple coal-fumace, with a hand-stirring process.

This led Balmer Lawrie to reject the products offered by a leading giant UK-

owned paint company, despite the latter is perceived technological advantage

and switch to Asian Paints products. Simultaneously the company embarked

on an ambitious marketing campaign, forming close bonds with thousands of

dealers in small towns all over India. These bonds in true Asian Paints style

were so close that it developed a very strong link between the organization

and dealers these efforts paid off handsomely as the story of the subsequent

years’ shows.

1968

By 1968 the company surprised its big-name multinational competitors

by emerging as India’s No. 1 paint company. Ever since 1968, the company

has been a leader in this industry. The company presently has 27 % market

share of the total paint market Even though being a leader in this industry, it

has realized that it can further consolidate its position.

1998

In 1998, the company embarked on a major restructuring strategy

under the guidance of management consultants, Booz Allen & Hamilton. The

restructuring was done to bring greater focus to its business, improve

efficiencies, control cost and strengthen its leadership position. After the

completion of the restructuring, the vision for the company was stated. The

company is committed to realizing its vision and has chartered a complete

plan of action for realizing its vision.

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Today Asian Paints becomes the 10th largest decorative paint company in the

world

Asian Paints is more than twice the size of its nearest competitor

It is one of the most admired companies in India

Present in 22 countries with 27 manufacturing locations, over 2500 SKU's,

Integrated SAP - ERP & i2 - SCM solution

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

by Hindu Business Line; Most admired company to work for by ET-BT

survey, 2000

On the recommendations of Booz, Allen and Hamilton, Asian Paints re-

structured itself into Growth, Decorative and International business units

and adopted SCM and ERP technology

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

the world

NEW CAPACITY

NEW PAINT PLANT AT SRIPERUMBUDUR

Asian Paints, new paint plant at Sriperumbudur, near Chennai in the

State of Tamil Nadu commenced production on January 20, 2005. It is located

at SIPCOT (State Industrial Promotion Corporation of Tamil Nadu) Industrial

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Park, Sriperumbudur. This state – of – the – art plant, erected in record time,

has been established to manufacture emulsion paints alone with an initial

capacity of 30,000 KL per annum. This is Asian Paints fifth paint plant in

India.

PAINT PRODUCTION PLANT

The plant is presently equipped with:

Modern material handling facilities including storage of raw material

in silos.

Capability to handle batch sizes upto 20 KL, High speed packing lines.

The latest automated process control system.

Pollution abatement, waste usage in a closed loop manufacturing

system and advanced pollution treatment facilities.

These facilities will enable the company to implement “Right First

Time and Zero Defect” concepts. The plant is Zero Discharge plant and has

Environment, Health, and Safety features of the highest standard.

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Global Presence of Asian Paints:

Asian Paints has had international presence right since the 1960’s. It

set up its first overseas unit in 1977 at Fiji. Asian Paints now has a strong

presence in the Indian subcontinents, Southeast Asia, Far East, Middle East,

South Pacific, Caribbean, Africa and Europe. Along with Asian Paints, the

group consists of sub Chemicals, Berger International and Apco Coatings.

Together, the group has 27 manufacturing locations globally.

Having established a position as one of the top ten decorative coatings

companies in the world, our constant endeavor is to give you the best in paints

which stems form the motto: ‘Any surface that needs painting needs Asian

Paints’.

REGIONS COUNTRIES OPERATING

COMPANY

South Pacific Australia, Fiji, Solomon

Islands, Samoa, Tonga,

Vanuatu

Asian Paints and its

subsidiaries

South East Asia China, Malaysia,

Myanmar, Singapore,

Thailand

Berger International

and its subsidiaries

South Asia India, Bangladesh,

Nepal, Srilank

Asian Paints and its

subsidiaries

Middle East Bahrain, UAE Berger international


Caribbean Barbados, Jamaica,

Trinidad & Tobago

Berger International


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PRODUCT RANGE IN A COMPANY:

The company produces different rang of paints in interiors decoration

as well as exterior decoration, to satisfy the consumers.

INTERIORS:

Company product ranges are……

1. ROYAL LUXURY EMULSION: is an acrylic emulsion that gives a wall a

silky shine that stays for years to come.

2. PREMIUSM EMULSION: PE is a good choice for great looking walls. It

gives a smooth finish to the walls and is completely washable.

3. INTERIOR WALL FINISH - LUSTER gives a glass like finish, best suited

for kitchens and washrooms where there is a lot of moisture and dirt.

4. INTERIOR WASS FINISH-MATT: give a matt look to your walls and can be

used to create interesting effects.

5. TRACTOR EMULSION: TE is a good choice for people who are looking for

value for their money. It promises smoothness along with the legendary

qualities of tractor.

6. TRACTOR ACRYLIC DISTEMPER: TAD gives a superio9r finish and

comes in the range of over 200 shades.

7. TRACTOR SYNTHETIC DISTEMPER: TSD is India is largest selling

distemper. This wall finish comes in beautiful shades and is washable.

8. APCOLITE PREMIUM GLASS ENAMEL: APGE is a premium product

used for metals and wood. It can withstand rigged condition sunlight and dust.

EXTERIOR:

1 APEX: Apex creates beautiful exterior. It withstands extreme typical

conditions of high rainfall, humidity and heat. It protects against, sunlight,

fungus and algae.

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2 ACE: provides production from the elements of nature. It is suitable for non

- coastal areas and places with dry to moderate climate.

PRIMERS & ANCILLARIES:

1. DECOPRIME WALL PRIMER (solvent thinnable): DWP is an application

for interior surfaces. It has good sealing properties and strong resistance to

alkalinity, moisture & fungus.

2. DECOPRIME WALL PRIMER (water thinnable): DWP is used on plastered

walls, asbestos, cement and concrete. It is also fortified with fungicides.

3. WOOD PRIMER: WP has excellent sealing and filling properties, which

protect wood from swelling due to absorption of moisture.

4. METAL PRIMER: MP has good adhesion and prevents metal from rusting,

by forming a hard tough coating.

5. ACRLIC WALL PUTTY: AWP is a smooth, easy to use under coat with

excellent adhesive properties.

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PRODUCTS OF ASIAN PAINTS

“Come rain or shine, this range keeps the pristine

beauty of your home untouched for years”.

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MARKETING STRATEGY OF ASIAN PAINTS:Product Mix:

Asian Paint Company manufactures and markets, a wide arrange of

products such as surface coatings and ancillaries, which include Architectural

and Heavy Duty Coating for maintenance purpose. Asian paints provide wide

range of color shades (about 1400) for different kinds of surface. All the

shades are created by All India Institute of Fashion Technology. They create

colors according to the Indian Taste.

Distribution Mix:

In India, the distribution network of the company consists of 56 sales

offices and 6 Regional Distribution centers each with its own warehouse

distributing products to cater over 15,000 retail outlets and industrial users

spread across the country.

In every place where there is a population of around 20,000 there is an

Asian paint dealer. There is no middle men or sub stockiest. When an order

placed to the company the company distributes the goods to the dealer directly

from its own godowns.

As there are no middle men, the service is fast. It reaches to the end

user i.e., the consumers in a very short time. In Davangere the company has

got 18 dealers.

Promotion Mix:

The company promotes the products through advertisement in

Television, magazines etc. The ads are created bearing in mind, the culture,

people, area etc. The ads are seasonal in nature. The advertisers for Asian

paints is O and M (Oglive and Mother). Most of the ads are created on the

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basis of the family as the members of the family who decides the type of

paint, shade of paint etc.

Price Mix:

The prices of the products of the company are on par when compared

with the other companies in the organized sector.

The price of Asian Paints, compared to the paints of other companies

is same. But slightly higher that the prices of unbranded products. It does not

mean that the products of Asian Paints are inferior. Asian Paints have

succeeded in reducing the process and supplying the quality products at a

reasonable rate because of huge investment in Research and Development.

Through Research and Development, the company has improved the quality

of paints and increased the life of paints. From the above table it is clear that

even middle class people buy paying a slightly higher price (compared to

prices of unbranded paints) they can get quality products of Asian Paints Ltd.,

ABOUT SERVICES:

The company starts services by the name called Home Solutions.

Home solutions means the company provides technical information on

process of painting. It gives complete information about how the customer

selects the paints from different range. Which color, range of paints suits to

home, how to paint a home, etc., This facilities available only big cities, like

Bangalore, Bombay, Kolkata, Delhi, Chennai etc.,

“Perfect applications that work in unison with every wall finish. Giving

surfaces the best results”

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4. CONSUMER BEHAVIOUR

4.1 INTRODUCTION:

Understanding consumer behavior and ‘knowing consumer’ are never simple. Consumers may state their needs and wants but act otherwise. Consumer behavior is largely determined by how the customer thinks and processes information.

Consumer behavior is one of the important variables on controllable in the marketing environment. Buyer behavior is a comparatively new field of study. It is the attempt to understand and predict human actions in the buying notes. It has assumed gracing importance uses market oriented for consumer oriented marketing, planning and management, buyer market for many products and the growth of consumerism and consumer legislation. Since 1960, have created special interest in buyer behavior and formation of marketing programmer to respond favorably buyer behavior in the market place.

Every marketing activity revolves around the customer. In early stages of economic evaluation the consumer had to accept what producers had produced but today the consumer dictates terms to the manufacturer to manufacture the product he wants. Consumer purchases a commodity as dictated by there mental an economic force. As consumption initials production the producer purchase this helps into offer a total product that can give consumer satisfaction.

4.2 MAJOR FACTOR INFLUENCING BUYING BEHAVIOUR

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Consumers make purchase decisions on the basis of who they are where they line and now much they earn.

1. PSYCHOLOGICAL FACTORSMotivation

It is a psychological technique of inspiring human beings to act in a particular way. Motivation acts as a driving force in the flow towards purchase action. Motivation has a direct cause and effect relationship. Motivation is the drive to act, to move to obtain a goal or an objective. Motivation is a mental phenomenon. It is affected by perceptions, attitudes, and

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BUYERS

Psychological factors

Socio-cultural factors

Economical factors

Environmental factors

Motivation

Perception

Learning

Belief &

attitudes

Personality

Family

Reference

group

Social

class

Culture

Personal

income

Income

expectation

Savings

Consumer

credit

Political

Legal

Technologi

cal

Ethical


personality traits and by outside influences such as culture and marketing efforts.Perception

Perception gives the direction or path to be taken by the behavior perception is the meaning we give on the basis of our past experience. To perceive is to see, to hear, to touch, to taste, to smell and to sense same thing or event or relation and to organize, interpret and find meaning in the experience our senses perceive the color, shape, sound, smell, taste etc., of the stimulus our behavior is governed by these physical perceptions.Learning

All theories of buyer behavior have been primarily based on a learning model. Learning is the central topic in the study of human behavior learning is defined as all changes in behavior that result from previous experience and behavior in similar situations. It refers to changes in the behavior, which occurs as a result of practice. Learning is the product of reasoning, thinking, information processing and of course, perception.Attitudes

Social psychologist defines attitude as an emotionalized predisposition to suspend positively or negatively to an object or class of objects. The concept of predisposition includes our familiar concepts of attitudes beliefs, goals and values. Attitudes affect both perception and behavior. In general an attitude is a state of mind or feeling. It induces a predisposition to behave in some way. Attitudes are very important in explaining buyer behavior.Personality

Personality is a complex psychological concept. Ts primary features are self-concept, roles and levels of

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consciousness. The self-concept refers to how a person sees himself and how he believes others to see him at a particular time. The buyer behavior is influenced by the particular role upon which a buyer is concentrating at a given time. Personality traits such as dominance, sociability, friendliness, responsibility, dependence etc., can indicate how people behave.

2. SOCIAL CULTURAL FACTORS

FamilyMost consumers belong to a family group. The family

can exert considerable influence in shaping the pattern of consumption and indicating the decision making roles personal values, attitudes and buying habits have been shaped by family influences.

Reference groupThe concept of reference group is borrowed from

sociology and psychology. Buyer behavior is influenced by the small groups to which the buyer belongs. Reference groups are the social, economic or professional groups and a buyer uses to evaluate his or her opinions and beliefs. Reference group is useful for self evaluation and attitude formation.

Social classSociology points out the relationship between social

class and consumption patters. As a predictor of consumption patterns, marketing management is familiar with social classes consumers buying behaviour is determined by the social class to which they belong or to which they aspire rather than by

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their income alone. Broadly speaking, we have three distinct social classes upper, middle and lower classes. Upper class people are aggressive in buying and analysed less. Middle class people are more informative but lower class people are essentially non national purchases and show limited sense of choice making.

CultureCulture represents am overall social heritage, a

distinctive form of environmental adaptation by a whole society of people. It includes a set of learned beliefs, values, attitudes, morals, customs, habits and forms of behaviour that are shared by a society and transmitted from generation to generation within that society cultural influence is a force shaping both patterns of consumption and patters of decision making from infancy.

3. ECONOMICAL FACTORSPersonal income

The economist made attempts to establish relationship between income and spending. This income represents potential purchasing power that a buyer has. The change in income has direct relation on buying habit.

Income expectationThe expected income to receive in future has direct

relations with buying behavior. The expectation of higher or lower income has a direct affect on spending plans.Savings

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A change in the amount of saving leads to a change in the expenditure of an individual. It he decides to save more he will spend less an comforts and luxury.

Consumer creditFacility of consumer credit system like hire purchase

installment purchase credit cards etc., play an important role in purchase decision.

4. ENVIRONMENTAL FACTORS

PoliticalThe system of government influences both consumer

and market behavior. If the government is rigid the buying pattern of consumer may be less frequent. On the other hand if there is stable and modern approach, buyers will by frequently.Legal

The legalities and politics of the government like taxation policy, import export policy etc., are more rigid. Market will play to a less extent and if the policies are liberal buyers are more free to buy.

TechnicalThe advancement of science and technology changes

the standard of living and income level of buyers and they go for durable and comfort goods.

EthicalThe business policy of commercial undertaking also

influences the buying behavior of consumer.

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4.3 MEANING OF ATTITUDEAn attitude is an enduring organization of motivational, emotional,

perceptual, and cognitive process with respect to some aspect of our

environment. It is a learned predisposition to respond in a consistently

favorable or unfavorable manner with respect to a given object. Thus, an

attitude is the way we think, feel, and act toward some aspect of our

environment such as retailers store, Television programmes, or Product

(paints).

Attitude Components:

Attitude as having three components:

1. Cognitive Component:

Person beliefs about the paint many beliefs about the product (paint)

attribute are evaluated in nature. That is attractive styling, availability, quality,

reliable performance etc. Than the person belief is positive.

2. Affective Component:

Our feeling or emotional reaction to an object represent the affective

component of an attitude. A person feeling like/ dislike concerning the paints.

3. Behavioral Component:

The behavioral component of an attitude is one’s tendency to respond

in a certain manner toward on object or activity. A person action tendencies or

predisposition towards the paint. If a person holds a favorable belief toward a

product (say paint) he will generally behave in a supportive manner towards

that product (i.e. paint). An attitude is relevant when purchase behavior is

formed as a result of direct experience with the product (paint) information

acquired from others and exposure to mass media like advertisement etc. So

attitudes are leaved predisposition and is true in case of paint. Attitude are not

synonymous with behavior, but reflect either favorable or an unfavorable of

the attitude towards the product. Attitude of the consumers are not permanent.

They do change according to the changing conditions. So we must consider

the influence of the situation on the consumer attitude and behavior.

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ATTITUDE FORMATION

A marketer should have some idea as to how the attitudes are formed.

Then only he will be able to either understand the effect of consumer’s

attitudes or behavior. Examination of attitudes information consists of three

areas. The principle source which influences the attitudes formation, include,

experience. Attitude towards goods and services are formed through direct

experience and evaluating them. Personal influence of attitudes is mass media

(print and broadcasting also help in forming. Personally also play an important

role in attitude formation.

4.4 BUYING BEHAVIORThe consumer decision making varies with the type of buying decision.

1. Complex buying behavior: In this type consumers go through complex

buying behavior when they are highly involved in a purchase and aware of

significant difference among brands.

2. Dissonance reducing buying behavior: Sometimes the consumer is highly

involved in a purchase but sees little difference in brands. In this case the

buyer will shop around to learn what is available but will fairly and quickly

because brand differences are not pronounced.

3. Habitual buying: Many products are brought under conditions of low

consumer involvement and the absence of significant brand difference.

4. Variety seeking buying behavior: Some buying situations are characterized

by low consumer involvement but significant brand differences. Here

consumers are often observed to do a lot of brand switching.

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4.5 MEASUREMENTS OF ATTITUDES

The attitudes of consumers should be measured to implement the new

strategy, it is also a very difficult task since, and there is no physical

component of attitudes. So it is substantially difficult to measure this attitude

as compared to measuring of physical characteristics viz. Weight, length,

volume etc., The inferences based on self reports of belief, feeling and

behaviors can be measured using rating scales, paired comparisons etc.

Consumer attitude is a very complex and important aspects in marketing

activity. Consumer needs and preferences should be understood properly. The

negative attitude towards the object should be changed to positive. In case of

paints also, the marketer should understand consumer needs and preferences

in order which change the attitudes in favorable manner.

ATTITUDE CHANGING STRATEGIES

1. Change the Affective Component:

Classical Conditioning

Affect toward the Ad

More Exposure

Attitude Change Strategy Focusing on Affect

2. Change the Behavioral Component:

Attitude Change Strategy Focusing on Behavior

3. Change the Cognitive Component

Change beliefs

Shift importance

Add beliefs

Change Ideal

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5. RESEARCH METHODOLOGY

5.1 NEED OF THE STUDY:

In this competitive world, many competitors are found any industry. A

business is a Socio-Economic entity that functions admit a turbulent

environment that is dynamic and influences the industry as a whole. There are

a host of paints companies in India which are striving to gather a substantial

market share and to become a market leader in the industry. They execute

planning, directing and controlling, etc., by making use of strategies to meet

the objectives set by them.

A mission is a set of various plans, objectives, goals and targets are

framed to achieve the growth, prosperity and to flourish. All this is done by

keeping an inclination towards customer’s needs and preferences, there

buying behavior, attitude, etc. By understanding these, the manufacturers

satisfy the consumers, and so it is imperative to study the consumer aspects

and then match the strategies with the needs to satisfy the same.

Hence, there is an essential need for market study, which highlights the

consumer attitude and awareness of the product, to know the market share and

effectiveness of strategies undertaken by the company. The dealer role and

attitude is also important. So this aspect is covered in this project.

HYPOTHESIS:

The hypothesis considered here upon is that, the consumer’s

perceptions and expectations before the purchase of the product differ from

the actual purchase.

OBJECTIVES OF THE STUDY:

1. To know the brands preferred by the consumers

2. To understand the consumer attitude towards the Asian Paints and its

different attributes.

3. To list out factors that influences the consumers-buying behavior

while buying paints.

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4. To know the attitude of dealers about the product brands.

5. To know competitive efficiency of Asian Paints compared to other

leading paints.

METHODOLOGY:

Data

The methodology entails systematic activities ranging from the source

i.e., the primary data. The primary data is collected through a field survey

method. Questionnaires are used; face-to-face interviews are carried out.

Separate questionnaires were pre-tested with the acquaintance and friends and

then final drafts were prepared.

Both open ended and closed ended questionnaires were formed.

Marketing officers of paint companies were interviewed personally and their

opinions were recorded.

Secondary data is also made use of viz., Economic Times, Business

world, Business today magazines was of immense help.

SAMPLING PROCEDURE:

The sampling technique was used for study in random sampling. The

sample size was 10 dealers, 40 consumers include, civil Engineers,

contractors. The sample was limited to Davangere.

STATISTICAL TOOLS:

Many graphs like pie charts, bar diagrams and tables have been

depicted to analyze and interpret the data, and various statistical techniques

were used.

DESIGN OF THE STUDY:

This project work consists of mainly six chapters which are as follows:

The first chapter deals with the introduction need for the study, objectives

of the study, methodology and limitations.

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The second chapter is about the profile of the Paints. The chapter consists

of evolution of paints, revolution of paints, emergence of paints with

Science and Technology, types of paints and Indian paint Industry and out

look.

The Third chapter is about the company profile. This chapter consists of

history and vision, Highlights, Board of Directors, Corporate Social

Responsibility, Research and Development, International operation,

manufacturing facilities, an overview global presence of Asian paints,

product range, marketing strategies of Asian paints.

The chapter fourth is about the theoretical aspects like meaning of attitude

formation and buying behavior of consumer.

The chapter fifth is about the analysis and interpretation of data. This

consists of tables and graphs related to classification of dealers and

consumers.

The last chapter is about the summary of findings, suggestions and

conclusion.

LIMITATIONS OF THE STUDY:

1. The study is absolutely confined to the Shimoga City.

2. The study is limited to small number of only 10 dealers and 40

consumers.

3. The data collected by the questionnaires and interviews are believed

to be factual.

4. Some of the consumers and dealers were skeptical about the study and

did not reveled useful required information.

5. Few the respondents were hesitated to answer and then persuaded to

answer.

6. Because of the Time constraints only limited numbers of respondents

were taken into account.

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6. ANALYSIS AND INTERPRETATION OF DATA

6.1 An Analysis of Consumers:

An analysis of contractors/civil engineers attitude:

The important purpose to understand the attitude towards paint brands

and also to examine with the paint they recommend to their clients, what is

their opinion about the Asian paints. The attitude of the contractor is so

considered because they plan an instrumental role in demand and supply of

paints. The information is collected to know their preference and opinion

about Asian paints.

Analysis of End users Attitude:

To analyze the attitudes of the end users is an important aspect to

know the market exactly. Today competitive world is so dynamic and

customer, Oriented. It is totally imperative for the markets to know and

understand the tastes, needs, preferences, attitudes, buying behaviour of the

customer to have a maximum hold on them, and build brand loyalty.

“Customer is our goal. He is not an interruption on our work; he is the

purpose of it. He is not depending on us. We are depending on them”. Hence

it is at most necessary to have a look and to understand this important aspect

of consumers and to mould their product in such a way so has to satisfy his

needs to fullest extent by using appropriate strategies. In many study a sample

size of 40 end users/customers is considered.

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Table -6.1: Shows the Respondents Awareness toward Paint Brands

Name of the Paint brandsNo. of

Respondents

Degree of

Awareness %

Asian paints 36 91

Goodlass Nerolac paints 22 55

Agser Paints 12 30

Shalimar Paints 9 22

Berger Paints 5 13

ICI Paints 4 10

Jonson and Nicholson paints 3 7.5

Other paints – Kiran Paints 1 2

Source: Field Survey

Graph: 6.1: Shows the Respondents Awareness toward Paint Brands

91%

55%

30%22%

13%10% 7.50%

2%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Asianpaints

GoodlassNerolacpaints

AgserPaints

ShalimarPaints

BergerPaints

ICI Paints Jonsonand

Nicholsonpaints

O therpaints –

KiranPaints

Awarness towards paint brands

Source: Table 6.1

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Interpretation:

Total number of respondents chosen for the study is 40. In general, out

of 40 respondents approached almost are aware of more than one brand and

they have made multiple choices, 91% of respondents are aware of Asian

Paints; 55% of respondents are aware of Goodlass Nerolac Paints; 30% of

respondents are aware of Agser Paints; 22% of respondents are aware of

Shalimar Paints; 13% of respondents are aware of Berger Paints; 10% of

respondents are aware of ICI paints; 7.5% of respondents are aware of Jonson

and Nicholson; and finally other paints i.e., Kiran Paints 2% of people are

aware of it.

Table – 6.2 Shows the Paints Used by the Consumers

Name of the Paint brandsNo. of

RespondentsPercentage

Asian Paints 20 50

Goodlass Nerolac paints 08 20

Agser Paints 05 12

ICI Paints 04 10


Other paints – Kiran Paints 01 03

Total 40 100


Graph: 6.2 Shows the Paints Used by the Consumers

Paints used by the consumers

50%

20%

12%

10%5% 3% Asian Paints

Goodlass Nerolac paintsAgser PaintsICI PaintsShalimar PaintsOther paints – Kiran Paints

Source:Table 5.2

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Interpretation:

It is evident from the above table that 50% of the respondents have

used Asian Paints; 20% of the respondents have used Nerolac Paints; 12% of

the respondents have used Agser paints; 10% of the respondents have used ICI

paints; 5% of the respondents have used Shalimar Paints; 03% of the

respondents have used Kiran Paints.

Table – 6.3 Shows the Factors Influencing While Purchasing Paints

Influencing Factors No of Respondents Percentage

Personal Decision 21 53

Engineer 04 10

Contractor 02 05

Painter 05 12

Friends / Relatives 07 18

Others-Relationship

with retailers01 02

Total 40 100


Graph:6. 3 Shows the Factors Influencing While Purchasing Paints

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Influencing factors to purchase Paints

53%

10%

5%

12%

18%2%

Personal Decision

Engineer

Contractor

Painter

Friends / Relatives

Others-Relationship withRetailers


Source:Table 6.3

Interpretation:

From the above table it is clear that among 40 respondents, 53% of

respondents were taken personal decision; 10% of respondents were influenced

by engineers; 5% of respondents were influenced by contractors; 12% of

respondents were influenced by painters; 18% of respondents were influenced

by Friends/Relatives; only 2% of respondents were influenced by retailer

relationship.

Table -6. 4 Shows Effectiveness Of Media On Personal Decision

Medias No. of Respondents Percentage

Television 27 67

Magazines 03 07

News papers 03 08

Posters 07 18

Total 40 100


Graph:6. 4 Shows Effectiveness Of Media On Personal Decision

Source:Table 6. 4

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67%

7% 8%18%

0%

10%

20%

30%

40%

50%

60%

70%

Television Magazines News papers Posters

Media

Effectiveness of Media on Personal Decision


Interpretation:

It is evident from the above table around 67% of respondents are come

to know by Television media; 8% of respondents are come to know by the

newspaper media; 7% of the respondents are come to know by the magazine

media; and finally 18% of the respondents are come to know by the posters

media.

Table – 6.5 Shows That Factors Considering While Purchasing The Paint

Brands

Factors No. of Respondents Percentage

Quality 19 48

Price 05 12

Packaging 02 05

Product range 04 10

Brand image 04 10

Availability 06 15

Total 40 100


Graph:6.5 Shows That Factors Considering While Purchasing The Paint

Brands

Source:Table 5.5

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48%

12%

5%10% 10%

15%

0%5%

10%15%20%25%30%35%40%45%50%

Quality Price Packaging ProductRange

BrandImage

Availability

Factors

Factors influencing to purchase different paint Brands


Interpretation:

It is evident form the above table, around 48% of the respondents were

prefer quality of the paints; 12% of the respondents were prefer price; 5% of

respondents were look packaging; 10% of respondents for product range; 10%

or respondents were prefer Brand image; 15% of respondents for Availability

of the product.

Table -6.6 Shows The Criteria Considering While Purchasing the Paint

Brands

Criteria No. of Respondents Percentage

Smooth and uniform finish 13 33%

Water resistance 14 35%

Fresh look 05 12%

Washable 03 07%

Keep room cool 04 11%

Area painted per ltr. 01 02%

Total 40 100


Graph:6.6 Shows The Criteria Considering While Purchasing the Paint

Brands

Source:Table 6. 6

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Criteria considering to purchase paint brands

33%

35%

12%

7%

11% 2% Smooth and uniform finish

Water resistance

Fresh look

Washable

Keep room cool

Area painted per ltr.


Interpretation:

From the above table we can conclude that 33% of respondents were

prefer to smooth and uniform finish; 35% for water resistance; 12%

respondents for Fresh look, 7% of respondents for washable; 11% of

respondents for should keep room cool; and finally 2% of respondents for area

painted per liter.

Table –6. 7 Shows The Opinion About Packaging

Types of package No. of respondents Percentage

Gunny bags/paper bags 03 08%

Drums 10 25%

Polythene bags 08 20%

Tin containers 19 47%

Total 40 100


Graph:6. 7 Shows The Opinion About Packaging

Source:Table 6. 7

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Opinion about package

8%

25%20%

47%

0%

10%

20%

30%

40%

50%

Gunny bags Drums Polythene bags

Tin containers

Package Types


Interpretation:

From the above table it is clear that, 8% of respondents like

gunny/paper bags; 25% of respondents like Drums; 20% of respondents were

like polythene package; and rest (47%) of respondents like tin containers. 8.

Table –6. 8 Shows Opinion About the Pricing of Asian Paints

Criteria No.of Respondents Percentage

High expensive 05 12

Quite expensive 20 50

Reasonable 11 28

Quite inexpensive 03 07

Highly inexpensive 01 03

Total 40 100


Graph:6.8 Shows Opinion About the Pricing of Asian Paints

Source:Table 6. 8

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12%

50%

28%

7%3%

0%5%

10%15%20%25%30%35%40%45%50%

HighExpensive

QuiteExpensive

Reasonable QuiteInexpensive

HighlyInexpensive

Opinion about price of Asian Paints


Interpretation:

From the above table we can observe that, 12% of respondents opinion

towards price of paints is high expensive; 50% of respondents opinion is quite

expensive; 28% of respondents feel reasonable price; 7% of respondents feel

quite inexpensive; and finally 3% of respondents fed highly inexpensive.

Table -6. 9 Shows That Response of Respondents Satisfaction Towards Asian

Paints

Satisfaction level No. of Respondents Percentage

Very satisfied 11 28

Satisfied 26 65

Neutral 02 05

Not satisfied 01 02

Total 40 100


Graph: 6.9 Shows That Response of Respondents Satisfaction Towards

Asian Paints

Source:Table 6. 9

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Consumer Satisfaction towards Asian Paints

28%

65%

5% 2% Very satisfied

Satisfied

Neutral

Not satisfied


Interpretation:

From the above table we can come to know that, 28% of respondents

were very satisfied; 65% of respondents were satisfied; 5% of respondents were

in neutral; 2% of the respondents were not satisfied.

6.2 An Analysis of DealersThe purpose of this dealer survey is to group the aspect of dealer’s

behavior regarding brands of paints do they prefer, reason for choosing

specific brands, and parameters of choosing, awareness, to know their feeling

about the prospects of brand in future. To know, and collect their opinion,

suggestions about paint brands.

It is of immense importance to understand the dealers’ attitude towards

a particular brand of paint in order to achieve marketing goals and to serve the

dealers to build the brand image. Dealers play very important role in

promoting products is paint, and become a means of publicity for the paints,

hence reduce the cost of promotion by the company. Dealers play a vital role

in influencing to the consumers. The total number of dealers chosen for the

study is 10.

Table – 6.10 Shows That Dealers Awareness About Different Paint Brands

Name of the paint brands No. of Respondents Percentage

Goodlass Nerolac Paints 10 100

Asian paints 10 100

Shalimar paints 07 70

Agser paints 06 60

Kiran paints 03 30

ICI paints 08 80

Berger paints 07 70

Esdee paints 01 10

Alfaline paints 01 10

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Indocem 01 10


Graph:6. 10 Shows That Dealers Awareness About Different Paint Brands

Source:Table 6.10

Interpretation:

The number of dealers chosen for the survey is 10

From the above table it is clear that, the dealers are aware of more than

one brand, they have made multiple choice. 100% dealers are aware of Asian

paints; 100% dealers are aware of Nerolac paints; 70% of dealers are aware of

Shalimar paints; 60% of dealers are aware of Agser paints; 30% of dealers are

aware of Kiran paints; 80% of dealers are aware of ICI paints; 70% of dealers

are aware of Berger paints; and Escee, Alfaline, and Indocem Paints are 10%

each.

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10 10

7

6

3

8

7

1 1 1

0

1

2

3

4

5

6

7

8

9

10

GoodlassNerolacPaints

Asianpaints

Shalimarpaints

Agserpaints

Kiranpaints

ICIpaints

Bergerpaints

Esdee

paintsAlfalinepaints

Indocem

Dealers Awareness towards Different Paint Brands


Table -6. 11 Shows That Dealers Are Dealing With Following Brands:

Brands No. of Respondents Percentage

Asian Paints 10 100

Nerolac Paints 10 100

ICI 07 70

Esdee paints 06 60

Alfaline paints 03 30

Berger Paints 08 80

Agser paints 07 70



Graph:6. 11 Shows That Dealers Are Dealing With Following Brands:

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Source:Table 6. 11

Interpretation:

Among 10 dealers in general, 80% of dealers are dealing with Asian

Paints; 50% of dealer are dealing with Nerolac paints; 30% of dealer are

dealing with ICI paints; 10% of dealers are dealing with Alfaline paints; 10%

of dealer are dealing with esdee paints;30% of dealers are dealing with Berger

paints; 40% of dealers are dealing with Agser paints; 30% of dealers are

dealing with shalimar paints.

Table – 6.12 Shows That Fast Moving Brands In the City

Name of the paint Brand No of Respondents Percentage

Asian Paints 7 70

Nerolac 2 20

ICI 1 10

Total 10 100

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Brands

Brands dealers dealing100% 100%

70%

60%

30%

80%

70%

10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Dealers

AsianPaints

NerolacPaints

ICI Esdeepaints

Alfalinepaints

BergerPaints

Agserpaints

ShalimarPaints



Graph 6.12 Shows That Fast Moving Brands In the City

Fast moving brands in the city

70%

20%

10%

Asian PaintsNerolacICI

Source:Table 6.12

Interpretation:

Out of 10 dealers, among all the brands, 70% of respondents opinion;

Asian paints is the fast moving brand; 20% says that Nerolac is a fast moving

brand and 10% says that ICI is fast moving brand.

Table -6. 13 Shows That Package Preferred By Dealers

Types No. of respondents Percentage

Gunny/paper bag 3 12

Plastic Drum 7 29

Polythene bags 4 17

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Tin container 10 42

Total 24 100


Graph 6.13 Shows That Package Preferred By Dealers

Source:Table 6. 13

Interpretation:

Among the 10 respondents many made multiple choice, as a result of

total is 24 not 10. Around 12% (10) respondents are preferred Gunny/paper

bag; 29% of respondents (dealers) prefer plastic drum; 17% of respondents

(dealers) preferred polythene bags; and 42% of respondents (dealers)

preferred Tin containers.

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Package preferred by dealers

12%

29%

17%

42% Gunny/paper bagPlastic Drum

Polythene bagsTin container


7. SUMMARY OF FINDINGS

Asian paint is very popular brand is used by all class of people: From

the study it is clear that the Asian Paint is one of most preferred brand

by the customers.

Middle and upper income group people use Asian paints. A bird’s eye

view towards consumer’s attitude is that, study clearly revealed that,

the majority of respondents who used Asian paints. So it is clear that

the consumers having positive attitude towards Asian Paints.

As per the survey, the major factors which are influence the consumer

are: Good corporate image, Quality of Services, Availability of

products, range of products, etc.,

Brand loyalty and profit margin influence dealers to deals with Asian

Paints: As per the survey 80% of the dealers prefer Asian Paints as a

major brand in there outlet. This is mainly because of the brand loyalty

and profit margin which the Asian Paint is having.

Competitive efficiency of Asian Paints: As per the view of “Peter F

Druker”, efficiency means “doing the things right”. A decision even

though it based on effective plans it can become successful only when

there is efficiency.

The study reveal that the company having more colors (1200 varieties)

when compared to other paints, such as Agser, Berger, ICI, Nerolac, etc., This

is one competitive advantage for the Asian Company compared to

competitor’s company.

6.2 RECOMMENDATIONS

While conducting the survey, many respondents have given their

suggestions for improvement of Asian paints. Some suggestions and

conclusions which would be better if the Asian company thinks to implement

which are going to help for the better prospects of the companies and very

essential to maintain and increase its strong position in the paint industry.

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PRICING

First and foremost aspect is of appropriate pricing. The pricing

strategy should be so reasonable and value added, that is should be

affordable to buy the paint buy all class of people who want to paint

their building.

Pricing is very crucial aspect in Paint Industry. Price of Asian paint is

quite costly. Pricing should be made reasonable and conducive and

affordable.

ADVERTISING

Rural advertising is also advisable to attract more number of rural

buyers.

Intensive wall painting with attractive and delightful colors with

rememberable and meaningful slogan would be favorable to increase

the awareness and sales.

DELIVERY

Strict and convenient logistics is to be maintained to keep the dealers

and customers there of happy with the timely delivery of the material.

MOTIVATION TO DEALERS

Motivation to the dealers has on their performance is very

commendable present through awarding them with best no l.

Performer certificate, conferring them with gift etc., but it is to be

made more intense and all dealers are to be satisfied with special

occasion gifts, foreign tour packages, contests are to be arranged for

them occasionally for entertainment to upkeep the motivation and

which interns increases the sale of the product.

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8. SUGGESTIONS & CONCLUSION

Many people who have made color selection do not know how to use

the technology introduced by Asian paints. So measures should be

taken so that the consumer become aware of how the colour selection

can be made and the benefit they get from new technology.

Incentives for the dealers in the form of discounts and commission are

to be made effective and attractive further more.

To adopt efficient and effective product mix and market mix strategies

to retain and improve the present market leadership status.

CONCLUSIONIn this competitive world, many competitors are found any industry. A

business is a Socio-Economic entity that functions admit a turbulent

environment that is dynamic and influences the industry as a whole. There are

a host of paints companies in India which are striving to gather a substantial

market share and to become a market leader in the industry.

The 20th century brought an enormous of articles requiring protective

coating a corresponding production of paint products was achieved by

intensive research effort. 20th century saw important development in paint

technology.

Asian paint is very popular brand is used by all class of people. Brand

loyalty and profit margin influence dealers to deals with Asian Paints. Asian

paints have more colors (1200 varieties) when compared to other paints, such

as Agser, Berger, ICI, Nerolac, etc., This is one competitive advantage for the

Asian Company compared to competitor’s company.

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Asian Paints

Documents

consumer behaviour

social functions

mb801025 consumer attitude

consumer behavior

marketing organization

consumer retention

relationship marketing

social choice function