Page 1
PROJECT REPORT
PREFACE
As a partial fulfillment of two years MBA Programme it is a requirement for
award of MBA degree that we should go through a partial training for six weeks.
So, in this regard, we the participants of MBA get ourselves attached to
somewhere in the organization.
Then either we choose for ourselves, a problem research, which is to be solved
during these weeks training programme or organization itself, give the problem for
research. The problem research is generally chosen taking into consideration the
weakness of the organisation, so that finally when the findings of the research
come out through researcher, it helps the organisation to take remedial action.
As a participant of MBA having marketing specialisation, I joined Kansai Nerolac
Paints Ltd., where I wan assigned to conduct "Consumer Behaviour for Paints
Product with particular reference to Kansai Nerolac Paints Ltd., Gaya", I did my
six weeks Summer Training with full sincerity and devotion.
To complete such a study required grasp information from the market. I have
conducted a detailed market survey in the city of Gaya, I had gone through several
residential area and collected information regarding the Premium emulsion
especially about Excel emulsion.
The aim of the survey was to get through information regarding the product being
in the market and as per that information how a newly and competitive product can
be launched. My study deals with this.
L.N.Mishra College of Business Management, Muzaffarpur
Page 2
PROJECT REPORT
I want to point out a very important aspect of this training that is right from the
stage of formulating the research problem to the stage of report writing, my
knowledge specially as regards to marketing research, has undoubtedly enhance.
It is not a criticism rather than an humble approach of a student of Business
Management to look into the various problems and may have deficiencies which
have incurred due to my lack of technical knowledge.
[Name]
L.N.Mishra College of Business Management, Muzaffarpur
Page 3
PROJECT REPORT
ACKNOWLEDGEMENT
It is really precious & unforgettable span of time in my life that I am going to have
my Project Report. The project of such magnitude cannot be accomplished without
the assistance and the cooperation of several people exchange of ideas generates a
new object to work in a better way. I don't have words to express that how happy I
am today by having this project report, which has been totally completed with the
help of feeling and facts which I get during my training tenure.
First of all I am thankful to the almighty god for his invisible support to maintain
my will power.
It gives me immense pleasure to acknowledge my in debtness and deep sense of
gratitude to my Hon'ble teacher and Guide Mr. Vipin Kumar, (Asst. Professor)
L.N.Mishra College of Business Management, Muzaffarpur, without his scholarly
guidance, sympathetic and encouraging attitude. It would be not have possible for
me complete this study.
I owe special debt of gratitude to Mr. Uttam Kumar (ASM Bihar) for allowing
me or gave me golden opportunity to work with world's favourite brand having
second position in India. He gave me all the facilities to enables me to acquire as
much knowledge and experience while training.
I am extremely thankful to my project guide Mr. Vivek Kumar (Territory Sales
Incharge, Gaya) for providing me guidance and helpful information whenever
necessary in spite of his busy schedule.
I am also thankful to entire Nerolac family for making my experience most
memorable one.
L.N.Mishra College of Business Management, Muzaffarpur
Page 4
PROJECT REPORT
I am thankful to my seniors and friends who helped me during my project by
providing their suggestions and encouragement.
I have deep sense of gratitude to my loving parents who deserve all appreciation
for making me able to approach to this stage. I have no words to dedicate my
heartiest pleasure to him whose energetic resource of all kinds of inspiration
invoke me and motivate in odd hours with my roots day till now.
Lastly and Finally I am thankful to my loving parents, who have continuously
inspired and blessed me.
[Name]
L.N.Mishra College of Business Management, Muzaffarpur
Page 5
PROJECT REPORT
CONTENTS
Preface
Acknowledgement
Topic Page No
Chapter - 1 Introduction of the Study 01 - 05
(a) Objective of the Study
(b) Scope of the Study
(c) Methodology Used in the Study
(d) Limitation of the Study
Chapter – 2 Introduction of the Organization 06 - 35
(a) History of the Organization
(b) Financial Status of the Organization
(c) Product Profile of the Organization
(d) Competitors of the Organization
(e) Organizational Structure
Chapter – 3 Theoretical Aspect of Consumer Behaviour 36 - 47
Chapter - 4 " Consumer Behaviour of Paints in Gaya 48 - 56
Chapter – 5 Conclusion & Suggestions 57 - 65
Bibliography
Questionnaire
L.N.Mishra College of Business Management, Muzaffarpur
Page 6
PROJECT REPORT
CHAPTER - 1
Introduction of the Study
(a) Objective of the Study
(b) Scope of the Study
(c) Methodology used in the Study
(d) Limitation of the Study
L.N.Mishra College of Business Management, Muzaffarpur
Page 7
PROJECT REPORT
INTRODUCTION OF THE STUDY
TOPIC
This project works deals with the topic “Study of the Consumer
Behaviour of Paints with special reference to Kansai Nerolac Paints Ltd.” in
Gaya market.
(a) Objective of the Study
Every study is done with certain objectives. The study without objectives preset is
a futile exercise, as it will end in no conclusion.
In this competitive environment whole market is consumer oriented. This
time they are the king of the market. So, by this study I would like to know what is
there actual role into the market and what is their behaviour towards the products
and services are getting from respective companies.
Another objective is to study the level consumer's awareness about different
brands of paints and that time what is the role of consumers.
REGARDING THE QUALITY OF BRAND
To suggest measures to increase the market share Nerolac.
To know the market size of the 1st quality, 2nd quality, 3rd quality Enamel
oil bound distemper and automatic paints.
BUYING BEHAVIOUR OF THE CUSTOMER
To know the buying behaviour of the customer is very important for
company. Because the company has to determine its strategy according to the
buying behaviour to know customer behaviour information should be gathered
from the customer.
(b) To know the competitive service provided by different paints companies.
L.N.Mishra College of Business Management, Muzaffarpur
Page 8
PROJECT REPORT
(c) To know about the response for sales promotion schemes and
advertisement.
(d) To give some suggestions for improvement of the market share of Kansai
Nerolac Paints Limited.
Scope of the Study
The scope of the study for management student gets to apply all their theoretical
knowledge in the company’s summer training. During training they solve the
particular problem given by the company and come to know the various thing
practically.
The study gives the company a true and unbiased picture of its position and
standing in the Eastern Zone especially at Gaya Market and also its image in the
society.
L.N.Mishra College of Business Management, Muzaffarpur
Page 9
PROJECT REPORT
Methodology
For the preparation of project report especially in case of Marketing every steps
should be anticipated closely. In this anticipation of formulation there may arise
some problems, since these are two types of information.
(i) For Primary Information :
I have used personal interview method. This survey conducted on 150
consumers across Gaya Area. I used a set questionnaire containing some
questions for consumers. These data are expensive and time consuming but
these data are most important and reliable.
(ii) The Secondary Information :
This secondary data were collected from the internal sources (Company’s
Documents) of as well as some external sources (Paper & Magazines). This
collection of these data is for easier and less time consuming.
L.N.Mishra College of Business Management, Muzaffarpur
Page 10
PROJECT REPORT
Limitation of the Study
Limitations are always accompanied with any work. I had completed his study
within short span of 6 weeks & it was not possible to understand practically all
aspects of the subjects. Each and every factor has been carried out carefully as
much as possible limitation to the study are beyond control.
As all the primary data has been collected by discussion and interviews, there is a
choice of error as people hesitate in granting correct data and sometime exaggerate
the information. Although I tried to convince the respondents that the study is only
meant for academic purpose, some respondents were not ready to furnish other
information like competitors of nerolac products, how nerolac is better than other
products, regarding advertisement etc. The investigator hopes that the study will
yield dependable and useful results.
L.N.Mishra College of Business Management, Muzaffarpur
Page 11
PROJECT REPORT
CHAPTER - 2
Introduction of the Organization
(a)History of the Organization
(b) Financial Status of the Organization
(c) Product Profile of the Organization
(d) Competitors of the Organization
(e) Organizational Structure
L.N.Mishra College of Business Management, Muzaffarpur
Page 12
PROJECT REPORT
Introduction of the Organization
(a) History of the Organization
We embarked our journey in 1920 as Gahagan Paints and Varnish Co. Ltd. at
Lower Parel in Bombay. In 1930, three British companies merged to formulate
Lead Industries Group Ltd. In 1933, Lead Industries Group Ltd. acquired entire
share capital of Gahagan Paints in 1933 and thus, Goodlass Wall (India) Ltd. was
born.
Subsequently, by 1946, Goodlass Wall (India) Ltd. was known as Goodlass Wall
Pvt. Ltd. In 1957, Goodlass Wall Pvt. Ltd. grew popular as Goodlass Nerolac
Paints (Pvt.) Ltd. Also, it went public in the same year and established itself as
Goodlass Nerolac Paints Ltd.
In 1976, Goodlass Nerolac Paints Ltd. became a part of the Tata Forbes Group
on acquisition of a part of the foreign shareholdings by Forbes Gokak.
In 1983, Goodlass Nerolac Paints Ltd. strengthened itself by entering in technical
collaboration agreements with Kansai Paint Co. Ltd., Japan and Nihon Tokushu
Toryo Co. Ltd., Japan.
In 1986, Goodlass Nerolac Paints Ltd. turned into a joint venture of the Tata
Forbes and the Kansai Paint Co. Ltd., with the latter acquiring 36% of its share
capital.
In 1999, Kansai Paint Company Ltd., Japan took over the entire stake of Tata
Forbes group and thus KNP became a wholly owned subsidiary of Kansai Paint
Company Ltd.
L.N.Mishra College of Business Management, Muzaffarpur
Page 13
PROJECT REPORT
In 2006, on the 11th of July, Goodlass Nerolac Paints Ltd. name has been changed
to Kansai Nerolac Paints Ltd.
During the journey of continuous performance excellence, we have entered in to
many technical collaborations with other industry leaders such as E.I. Du-Pont de
Nemours & Company Inc., USA and Oshima Kogya Company Ltd., Japan for our
different products.
Our incessant journey of successes will go on backed by our present human asset
of over 2000 professionals and a sales turnover of Rs. 1484 crores
We are esteemed to be a subsidiary of Kansai Paint Company Limited, which is
the largest paint manufacturing company in Japan and among the top ten coating
companies of the world.
We are the second largest coating company in India with a market share of over
20%.
We are the market leader in industrial / automotive segment supplying over 90%
of the OEM requirements.
We are the leader in powder coatings.
Vision Values and Culture
In today’s dynamic business environment, no organization can afford to survive
without a well-articulated and carefully thought vision stating the overall strategic
direction and long-term future of its business.
We have been at the forefront of paint manufacturing over eight decades
pioneering a wide spectrum of quality products that change the face of economy
and lifestyles of people at large.
L.N.Mishra College of Business Management, Muzaffarpur
Page 14
PROJECT REPORT
It is our vision to leverage global technology, for serving our customers with
superior coating systems built on innovative and superior products and world
class solutions, to strengthen our leadership in Industrial coatings and propel
for leadership in Architectural coatings, all to the delight of our stakeholders.
We firmly believe that it is not only the vision of where we wish to go which will
form a cornerstone of all our further growth, but also our conviction to the fact that
the values based proposition has to be ultimate foundation of our business.
To this end we consciously have internalized and been practicing these values in
all our business transactions though human beings:
Innovation
Entrepreneurial
Responsive
Simplicity
Team Orientation
Cultural Ethos
Vision driven organization
Employees feel pride in being part of the organization
Recognition of human resources as extremely important and critical assets
High level of human dignity
Transparency and openness among employees at all hierarchical levels
Performance-linked reward system
Management and employee commitment to organization values is high
Autonomy in work is high
High commitment to quality products
The Quality Policy
It is the philosophy of Kansai Nerolac Paints Ltd., and its associates to achieve
complete customer satisfaction by providing products and services that
L.N.Mishra College of Business Management, Muzaffarpur
Page 15
PROJECT REPORT
consistently meet or exceed the customer needs and expectations, pursuant to
agreed specifications, delivery schedules and competitive prices. It is the
philosophy of the company to systematically operate its manufacturing facilities
by inculcating commitment to total quality management at all levels and on a
continuous basis with a view to achieving “First Time Right” results in
manufacture, services and other operations.
It is the company’s aim to constantly reduce waste of material and effort, increase
efficiencies and ensure safety of plant and people and protection of the
environment.
Open Door Policy
Working together requires that we have a friendly atmosphere based on trust and
respect amongst all of us.
At Nerolac we follow an Open Door policy. Any person is free and welcomed to
share good idea, suggestion, doubt, problem about job or work place, or
uncertainties about one’s future in the organization. An open and transparent
communication is appreciated.
Social Responsibility
The company continues to make its due contribution to community relief and
development activities and has donated both in cash and kind for the beautification
of some public places in Mumbai and elsewhere. The company continued its
activities directly or indirectly through trusts/agencies in community Development
and Social Welfare including contributions towards national defense, medical help,
education, improvement of environment etc.
L.N.Mishra College of Business Management, Muzaffarpur
Page 16
PROJECT REPORT
Organizational Strengths
An organization is not set on pillars of brick and concrete but is set on strong
inherent characteristics that make it strong for years!
Nerolac is carrying on strong since 1920. Following are its strengths that have
kept this company in good faith.
Strong vision and values
Nerolac is a company with very clear and well-defined vision and very strong
values. Clarity of vision and strong foundation of cultural values have always kept
this company in good stead. Its ethical conduct has always guarded it against any
possible traps and pit falls.
We have made sure that the distribution hurdles and the climatic vagrancies do not
affect the quality of our services. This same commitment will ensure that Kansai
Nerolac will march towards its centennial year, fully dedicated and invigorated, in
step with the exciting wave of industrialization and modernization pervading
through the new India.
L.N.Mishra College of Business Management, Muzaffarpur
Page 17
PROJECT REPORT
(B) Financial Status of the Organization
L.N.Mishra College of Business Management, Muzaffarpur
Page 18
PROJECT REPORT
(C) Product Profile of Kansai Nerolac Paints Ltd.
Products
Decorative Paints Industrial Paints
Decorative Paints
(1) Walls
Interior
Water Based Paints
EMULSION
Nerolac Impression 24 Carat Premium Luxury Emulsion
Product Description
Nerolac Impression 24 Carat Premium Luxury Emulsion is a premium quality
Architectural coating specially formulated by using pure acrylic latex, and high
opacity micronised pigments so as to impart smooth velvet finish, with excellent
washability.
Performance Features & Benefits
• Smooth Velvety Finish with Sheen
• Excellent Flow & Brushability
• Excellent Washability & Stain Resistance
• Very good Antifungal Resistance
• Ease of application
• Low odour.
Nerolac Impression Metallic
Product Description
Nerolac Impression Metallic is a premium quality water base special effect
L.N.Mishra College of Business Management, Muzaffarpur
Page 19
PROJECT REPORT
designer series range that creats a variety of special effects and textures on
interior walls and is based on pure acrylic emulsion
Performance Features & Benefits
• Smooth Velvety Finish with Sheen
• Excellent Flow & Brushability
• Excellent Washability & Stain Resistance
• Very good Antifungal Resistance
• Ease of application
• Low odour.
• Good aesthetic look
• Can make various designs with different application tools
Nerolac Disney Emulsion
Description:
Nerolac Disney Emulsion is a water-based, premium super luxury interior wall
finish. It provides a distinctly rich, velvety smooth with exquisite satin finish.
Ideal base coat for Disney stencil application and for superior results.
Properties:
It offers excellent washability and superior stain resistance. No added lead,
mercury or chromium compounds.
Designs:
Nerolac Disney Emulsion has beautiful designs of Micky & family, Pooh and
Princess.
Packaging:
Nerolac Disney Emulsion is available in 1lt attractive pack. Along with this
one set each of stencil kit and tool kit is required for one complete design.
L.N.Mishra College of Business Management, Muzaffarpur
Page 20
PROJECT REPORT
DISTEMPER
Nerolac Beauty Premium Acrylic Distemper
Product Description
Nerolac Beauty Premium Acrylic Distemper is supplied in paste
form, and it can be used for the decoration of fully matured plasterwork,
concrete, brickwork and asbestos surfaces. The paste is bound with a stable
acrylic medium.
Performance Features & Benefits
• Premium Acrylic Distemper
• Ease of application
• Good washability
• Eye soothing matt finish.
Nerolac Beauty Acrylic Distemper
Product Description
Nerolac Beauty Acrylic Distemper is supplied in paste form, and it can be used
for the decoration of fully matured plasterwork, concrete, brickwork and
asbestos surfaces. The paste is bound with a stable acrylic medium.
L.N.Mishra College of Business Management, Muzaffarpur
Page 21
PROJECT REPORT
Performance Features & Benefits
• Economical Distemper
• Ease of application
• Good washability
• Eye soothing matt finish.
Nerolac Beauty Oil Bound Distemper
Product Description
Nerolac Beauty Oil Bound Distemper is supplied in paste form and it can be
used for the protection and decoration of fully matured plasterwork, concrete,
brickwork and asbestos surfaces. The paste is bound with a stable oil emulsion
medium.
Performance Features & Benefits
• Ease of application.
• Good washability
• Eye soothing matt finish.
Solvent Based Paints(i) Nerolac Pearls Lustre Finish
Nerolac Pearls Lustre Finish
Brand Name
Nerolac Pearls Lustre finish is a Special Interior Wall paint that captures the magic
glow of pearls and the intrinsic resilience of the shell. Thus, this paint very rightly
stands for "Ornamentation for walls". This is a special product for interior use,
developed by incorporating selected pacifying pigments dispersed in a specially
formulated medium.
L.N.Mishra College of Business Management, Muzaffarpur
Page 22
PROJECT REPORT
Performance Features & Benefits
• Silky finish with pearly sheen
• Excellent stain resistance
• Very good washability
• Good applicability
• Tough and hard film.
ENAMEL
Nerolac Synthetic Enamel
Product Description
Nerolac Synthetic Enamel is a time tested and proven, high quality alkyd based
enamel incorporated with best quality opacifying and light fast pigments.
Performance Features & Benefits
• Excellent Water Repellency
• Good Stain Resistance
• Excellent flow characteristics to form smooth and uniform finish
• Excellent Hardness and Durability
• Excellent Gloss.
Nerolac Satin Enamel
Product Description
Nerolac Satin Enamel is specially formulated to give an excellent smooth
finish resembling the smoothness of satin to masonry, wood and metal
surfaces. It can be easily cleaned to give new look to the surface.
Performance Features & Benefits
Very smooth satin like appearance
L.N.Mishra College of Business Management, Muzaffarpur
Page 23
PROJECT REPORT
Good wash ability
Very good flow and brush ability
Hard durable film.
Nerolac Impression Hi-Performance Enamel
Product Description
Nerolac Impression Hi-Performance Enamel is a specially designed coating having
a judicious blend of high quality resin & light fast pigments. It is recommended for
suitably primed interior & exterior wooden, masonry and metal surfaces.
Performance Features & Benefits
• Super sleek and shiny finish with special anti-fungal formula to
provide protection from fungus.
• Excellent gloss and gloss retention.
• Excellent colour and colour retention
• Excellent flow characteristics to form smooth and uniform finish
• Excellent durability
• Up to 30% more coverage than popular enamels.
FLAT OIL
Nerolac Synthetic Flat Paint Interior
Description: Nerolac Synthetic Flat Paint Interior is a ready to use paint for wall
& ceilings incorporating high opacity pigments dispersed in a synthetic resin
medium. This product can be blended with Nerolac Synthetic Enamel in various
proportions to obtain different sheen levels as desired.
Properties: Nerolac Synthetic Flat Paint Interior can be easily applied on interior
walls which when dried gives a pleasant velvet matt finish. The dried film provides
a very hard wearing surface. It can be regularly cleansed without detriment to its
appearance. The matt finish is useful in minimizing the uneven appearance of
ceiling & wall surfaces. It is best suited for decoration of ceiling & wall surfaces
L.N.Mishra College of Business Management, Muzaffarpur
Page 24
PROJECT REPORT
where a matt finish combined with long-term durability is an essential
requirement.
Packing: The choice of packs that are offered to the consumer are 20 litre drums,
4 litre & 1 litre tins.
Exterior
Nerolac Impression Excel Anti Peel Acrylic Exterior Paint
Product Description
Nerolac Impression Excel Anti Peel Acrylic Exterior Paint is premium water
based, high performance, long lasting exterior paint, formulated to suit the extreme
tropical conditions of high rainfall, humidity and heat. The product is based on
100% Acrylic resin and hence it forms a tough and flexible protective film, with an
excellent bonding to the substrate, which prevents peeling off or cracking for years
together. Nerolac Impression Excel Anti Peel Acrylic Exterior Paint contains a
unique combination of surface protectants, which are released slowly over a long
period of time. This actively helps not only to prevent the fungal and algae growth,
but also, ensures constant surface activity against these irritants for a long period.
Performance Features & Benefits
• Excellent out-door durability
• Very good colour retention
• Faster drying
• Smooth & Matt to Slight Sheen finish
• Excellent resistance to fungal and algae growth
• Easy to apply and maintain
• Superior washability & scrub resistance
• Very wide range of beautiful colours
• Very good coverage thus good value for money.
L.N.Mishra College of Business Management, Muzaffarpur
Page 25
PROJECT REPORT
Nerolac Impressions Excel Total All in One Acrylic Exterior Emulsion
Product Description
Nerolac Impressions Excel Total All In One Acrylic Exterior Emulsion is high
performance premium water based, long lasting exterior paint, with UPF
(Ultimate Paint Formula). It is formulated to suit the extreme tropical
conditions of high rainfall, humidity and heat. The product is based on 100%
Acrylic resin and hence it forms a tough and flexible protective film, with an
excellent bonding to the substrate, which prevents peeling off or cracking for
years together. It contains special type of emulsion which gives Excellent Dirt-
pickup Resistance and Excellent Sheen. 1`All In One Acrylic Exterior
Emulsion contains a unique combination of surface protectants, which are
released slowly over a long period of time. This actively helps not only to
prevent the fungal and algae growth, but also, ensures constant surface activity
against these irritants for a long period. It also offers a 7 year warranty*
Performance Features & Benefits
• Excellent Dirt Pick up Resistance
• Excellent resistance to fungal and algae growth
• 7 year warranty*
• Excellent out-door durability
• Very good colour retention
• Smooth & High Sheen finish
• Easy to apply and maintain
• Superior washability & scrub resistance
• Very wide range of beautiful colours
• Very good coverage thus good value for money.
Nerolac Suraksha Advanced Plastic Exterior Paint
L.N.Mishra College of Business Management, Muzaffarpur
Page 26
PROJECT REPORT
Product Description
Nerolac Suraksha Advanced Plastic Exterior Paint is an economical water
thinnable coatings, specially designed for application on exterior walls in dry or
moderatey humid climatic conditons. It has good Washability, Anti-Algal & Anti
Fungal properties.
Performance Features & Benefits
• Economical water thinnable coating
• Better outdoor durability
• Smooth and pleasing finish with Sheen
• Performance much superior to cement paint
• No need of curing.
Nerolac Suraksha Plastic Exterior Paint
Product Description
Nerolac Suraksha Plastic Exterior Paint is an economical water thinnable coatings,
specially designed for application on exterior walls in dry or moderatey humid
climatic conditions. Nerolac 'Suraksha' is much superior to normal cement paint
coatings in respect to exterior durability, finish, washability and resistance to
fungus / algae.
Performance Features & Benefits
• Economical water thinnable coating
• Better outdoor durability
• Smooth and pleasing finish
• Performance much superior to cement paint
• No need of curing.
TEXTURED
Nerotex Matt Decorative And Protective Exterior Finish
L.N.Mishra College of Business Management, Muzaffarpur
Page 27
PROJECT REPORT
Product Description
Nerotex matt wall finish is a water-based product that gives a high performance,
textured finish coating. It is specially formulated by using Light fast pigments,
special type thermoplastic resin medium, fine and tough aggregates like inert
silica, unique additives to resist fungus, algae and mould growth. It protects the
exterior surfaces from rain, sun, dust.
Performance Features & Benefits
• Very good exterior durability
• Matt and textured finish
• Good resistance to fungus, algae and moulds
• Good flexibility and adhesion
• Good washability
CEMENT
Nerocem with Titanium+
Product Description
Nerocem with Titanium + is available in powder form. It is an economical exterior
product specially formulated by using best quality white cement and other
ingredients to get an economical exterior product. It is useful for the protection and
decoration of the surfaces.
Performance Features & Benefits
• Easily mixable with water
• Superior water repellency
• No cracking, flaking or peel off
• Excellent hiding power
• Ease of application by brushing.
L.N.Mishra College of Business Management, Muzaffarpur
Page 28
PROJECT REPORT
NEROLAC IMPRESSION EVER LAST SELF CLEANING
Nerolac Impression Everlast Self Cleaning
Product Description
Nerolac Everlast with pliolite is a specially designed solvent based exterior
coating having superior properties with respect to protection of masonry surfaces
from aggressive environmental conditions. It is formulated by using ideal
combination of true pigments and special type of extenders, dispersed in a
balanced combination of different grades of Styrene Acrylate Resins and
plasticized with ultra violet stabilized grade of plasticizer.
Performance Features & Benefits
• Excellent durability
• Excellent adhesion to masonry surfaces
• Very good alkali resistance
• Unique breathable film properties
• Self cleaning characteristics
• Very good resistance to mould growth
• Can be applied on freshly constructed masonry surfaces.
(2) Woods
(I) 1K PU
Variants - Gloss, Matt
Type of Coat - Top Coat
Features - Good Gloss, Easy to Use, Good Value for Money
Usage - Wood, Veneer
(II) Mel'mine
Variants - Gloss, Matt, Thinner
Type of Coat - Top Coat
Features - Excellent Finish, Quick Drying, Compatible to all base coats, Non Yellowing
Usage - Wood, Veneer, MDF
L.N.Mishra College of Business Management, Muzaffarpur
Page 29
PROJECT REPORT
(III) 2K PU
Variants - Gloss, Matt, Sealer, Thinner
Type of Coat - Top Coat
(IV) PU Interior +
Variants - Gloss, Matt
Type of Coat - Top Coat
(V) Multisealer
Variants - NA
Type of Coat - Base Coat
(VI) Water Clear Lacquer
Variants - NA
(VII) Wood Stains
Variants - NA
Type of Coat - Color
(VIII) NC Sanding Sealer
Variants - NA
Type of Coat - Base Coat
Features - White & opaque in appearance, Quick Drying
(IX) NC Wood Filler
Variants - NA
Type of Coat - Base Coat
Usage - Wood, Veneer, MDF
(X) NC Thinner
Variant - NA
L.N.Mishra College of Business Management, Muzaffarpur
Page 30
PROJECT REPORT
Type of Coat - Thinner
Features - Compatible with NC & Melamine based products
(3) Metals
Nerolac Impression Hi-Performance Enamel
Product Description
Nerolac Impression Hi-Performance Enamel is a specially designed coating
having a judicious blend of high quality resin & light fast pigments. It is
recommended for suitably primed interior & exterior wooden, masonry and
metal surfaces.
Performance Features & Benefits
• Super sleek and shiny finish with special anti-fungal formula to
provide protection from fungus.
• Excellent gloss and gloss retention.
• Excellent colour and colour retention
• Excellent flow characteristics to form smooth and uniform finish
• Excellent durability
• Up to 30% more coverage than popular enamels.
Nerolac Satin Enamel
Product Description
Nerolac Satin Enamel is specially formulated to give an excellent smooth finish
resembling the smoothness of satin to masonry, wood and metal surfaces. It can
be easily cleaned to give new look to the surface.
Performance Features & Benefits
• Very smooth satin like appearance
• Good washability
• Very good flow and brushability
• Hard durable film.
L.N.Mishra College of Business Management, Muzaffarpur
Page 31
PROJECT REPORT
Nerolac Synthetic Enamel
Product Description
Nerolac Synthetic Enamel is a time tested and proven, high quality alkyd based
enamel incorporated with best quality opacifying and light fast pigments.
Performance Features & Benefits
• Excellent Water Repellency
• Good Stain Resistance
• Excellent flow characteristics to form smooth and uniform finish
• Excellent Hardness and Durability
• Excellent Gloss.
INDUSTRIAL PAINTS
Automotive Coatings
Kansai Nerolac is the Market Leader in the automotive coating segment in India
with a market share of over 60% with global technology acquired from Kansai
Paint Co. Ltd, Japan. Kansai Nerolac offers the latest technology in automotive
painting systems to the Indian automotive industry.
Automotive Coatings of Kansai Nerolac have been tested and certified by global
automotive manufacturers who have set up base in India, like:
Suzuki Motors
Honda Motors
Toyota Motors
Ford Motor Company
General Motors Corporation
IVECO Motors
Peugeot
L.N.Mishra College of Business Management, Muzaffarpur
Page 32
PROJECT REPORT
Through its various strategic collaborations, Kansai Nerolac offers a total painting
system to auto makers in India with a range of products, starting from Pretreatment
Chemicals, Electro Deposition Primers, Intermediate Coats/primer Surfacers, Solid
& Metallic Top Coats, Clear Coats Touch-up Paints.
The product range is backed up by a strong technical service network of experts
placed at customers’ end, training programs, VA/ VE activities in co-ordination
with customers resulting in ultimate delivery of optimized painting solutions.
Kansai Nerolac has tie-up with the global players for product range offered to
automotive and industrial customers. Kansai Nerolac has entered into
collaboration with the following players for specific product range:
Company
Product Category
Kansai Paint Co., Japan
ED Primers, Automotive & Industrial Coatings
Nihon Parkerizing, Japan
Pre-Treatment Chemicals
Oshima Kogyo, Japan
Heat Resisting paints
Ameron, USA
High Performance Coatings
Product Range:
Pretreatment (PT) chemicals
Degreasing chemicals - High Temp. / Low Temp.
De-rusting chemicals
Phosphating Chemicals - Di-cationic and Tri-cationic
Activation and Passivation chemicals
Surface Conditioners
Pretreatment Chemicals for plastics
L.N.Mishra College of Business Management, Muzaffarpur
Page 33
PROJECT REPORT
Electro Deposition (ED) Primers
Polybutadiene Resin Based Anodic Electrodeposition Primer
Epoxy Resin Based Cathodic Electrodeposition Primer
Acrylic Resin Based Cathodic Electrodeposition Primer
Intermediate Coats / Primer Surfacers
Conventional Primers, based on - Alkyd-Amino Epoxy Polyester amino
Polyurethane
The Intermediate Coats are available in White, Light Grey, Dark Grey, Red, Blue
and other specific colours as required by OE manufacturers.’
Top Coats
Solid Colours, based on -
Alkyd-Amino, TSA Polyester amino, Polyurethane
Metallic / Mica, based on -
Polyester, Thermo-setting Acrylic, Polyurethane
Clear Coats
Acrylic amino
2K acrylic urethane
Alkyd-Amino
Polyester / Acrylic
Silane based Mar Resistant
Touch-Up Paint
Nitro-cellulose Acrylic based paint
Quick Drying Acrylated based paint
Polyrethane based paint
L.N.Mishra College of Business Management, Muzaffarpur
Page 34
PROJECT REPORT
The entire range of products from Primers to Top Coats are available as per
customers' specific colour/performance need.
General Industrial Coatings
The paint manufacturing industry is moving ahead by leaps and bounds, and
setting the momentum is Kansai Nerolac Paints. A pioneering R&D, ensures we
manufacture a wide spectrum of paints that change the face of the industry in
India.
Our product spectrum offers a comprehensive coating system starting from P.T.
Chemicals, Primers, Top Coats & Lacquers, Coil Coats, Heat Resistant Paints,
Metal decoration coating, etc.
High Performance
It is amazing how often the havoc wreaked by the ravages of corrosion goes
unnoticed, even though rough estimates put the corrosion losses in India at a
whopping Rs. 4000 crores a year!
Powder Coating
Polycoat Powders Ltd.
Polycoat Powders Ltd., is an associate company of M/s. Kansai Nerolac Paints
Ltd., occupying the No.1 position in the powder coating segment in India.
Polycoat Powders Ltd. is an ISO-9001 certified company and is engaged in the
manufacture of Thermosetting Powder Coatings since 1984. The powders are
manufactured in technical collaboration with Kansai Paints - Japan which is
among the top 10 Coating companies in the world. The manufacturing facilities
for Powder Coating are at Lote Parshuram in Ratnagiri district, Maharashtra &
at Bawal,Haryana.
L.N.Mishra College of Business Management, Muzaffarpur
Page 35
PROJECT REPORT
(d) Competitors of the Organization
Kansai Nerolac Paints Ltd. is a Company of 1320 crore turnover. Company is
giving its service from more than eight decades. In the market company is
prevailing with great impact in the mind of customers. Now - a - days KNP Ltd.
has to face caught throat competition in the market because there is a large no. of
competitors. In both the segment Decorative and Industrial, Its competitors are as
follows :-
Decorative IndustrialAsian Paint ICIBerger Paint BergerJensons & Nicholson Paint RajdootShalimar Paint DupontICI Paint ModiModi Paint
Now, here are some of the competitors products and its brand name.
ASIAN
Premium Emulsion - Royale
Premium Exterior Emulsion - Apex
Washable Distemper - Tractor
Exterior Plastic Paint - Ace.
Synthetic Enamel - Apcolite
BERGER PAINTS
Premium Emulsion - Luxol Silk
L.N.Mishra College of Business Management, Muzaffarpur
Page 36
PROJECT REPORT
Premium Exterior Emulsion - Weather coat.
Washable Distemper - Bison
Exterior Plastic Paint - Wall Masta
Texturised Finish Exterior - Weather coat Texture
Synthetic Enamel - Luxol
Coment Base Paint - Durocem
ICI
Premium Emulsion - Velvet Touch
Premium Exterior Emulsion - Weather Shield
Washable Distemper - Maxilite
Exterior Plastic Paint - Dulux
Texturised Finish Exterior - Supercoat
Synthetic Enamel - Dulux
Coment Base Paint - Farcocem
L.N.Mishra College of Business Management, Muzaffarpur
Page 37
PROJECT REPORT
(e) Organizational Structure
A sale organization is both an orienting point for co-operative endeavor and a
structure of human relationships. It is a group of individuals striving jointly to
reach qualitative and bearing formal and informal relations to one another.
Existence of a sales organization implies the existence of patterns of relationships
among subgroups and individuals established for purposes of facilitating
accomplishment of the group's aims.
A good and efficient sales organization is the foundation for execution of sales
policy and sales programme.
The concept of organizational structure is somewhat abstract and illusive.
However it is real and effects everyone in the organization.
According to March and Siman, "Organizational structure consists of those aspects
of pattern of behaviour in the organization that are relatively stable and change
only slowly."
It facilitates the growth of the organization. It stimulates creative thinking and
initiative by proving well defined are of work with provisions for development of
new and improved ways of working.
L.N.Mishra College of Business Management, Muzaffarpur
Page 38
PROJECT REPORT
Organizational Structure
L.N.Mishra College of Business Management, Muzaffarpur
Managing Director
Vice-President, Sales
Zonal Manager(East)
Zonal Manager(West)
Zonal Manager(North)
Zonal Manager(South)
R.S.M R.S.M R.S.M R.S.M
Unit Head, Bihar & Nepal
Unit Head, Jharkhand
Unit Head, Orissa
Territory Sales Incharge
Territory Sales Incharge
Territory Sales Incharge
Page 39
PROJECT REPORT
CHAPTER - 3
A THEORETICAL ASPECT OF CONSUMER
BEHAVIOUR
L.N.Mishra College of Business Management, Muzaffarpur
Page 40
PROJECT REPORT
A THEORETICAL ASPECT OF
CONSUMER BEHAVIOUR
CONSUMER BEHAVIOUR
PRODUCT :- Anything that can be offered to a market for attention.
Acquisition, use or consumption and that might satisfy a want
or need.
CONSUMER :- Persons that have need as well as ability and authority to
purchase that goods and services.
CONSUMER BEHAVIOUR
Ther term "Consumer Behaviour" refers to the behaviour that consumer display in
search for purchasing, using evaluation and disposition of products and services
that they expect will satisfy their needs. The study of consumer behaviour is the
study of how individuals make decisions to spend their available resources (time,
money, effort) on consumption related items. It include the study of what they buy,
why they buy it when they buy where they buy it, how often they buy it and how
often they use it. In this process the consumer deliberated within himself before the
finally makes a purchase or more.
This deliberation relates to many variables and is aimed to solving consumption
problem. Among these problems the first and foremost is to decide whether to
spend money or to save it.
Once a decision is taken to spend money the second problem is to decide what to
buy because the resources are limited and needs are multiple. Therefore needs are
to be marked in priority terms.
L.N.Mishra College of Business Management, Muzaffarpur
Page 41
PROJECT REPORT
During my study I found that how consumers make a decision for buying a
product.
Models of consumer behaviour
The bayer's characteristics and decision process lead to certain purchase decision.
The marketers task is to understand what happens in the buyers consciousness. The
buyers' behaviour is stimuli response between the arrival of outside stimuli and the
buyers' purchase decision.
Marketing
stimuli
Other stimuli Buyers'
characteristics
Buyers' decision
process
Buyers'
decisionProduct
Price
Place
Promotion
Economic
Technological
Political
Cultural
Cultural
Social
Personal
Psychological
Problem Recognition
Information Search
Evaluation of
alternative
Purchase decision Post
Purchase behaviour
Product choice
Brand choice
Dealer choice
Purchase
Timing
Purchase
amount
A consumer buying behaviour is influenced by cultural, social, personal and
psychological factors exerts the product and deppest influences.
L.N.Mishra College of Business Management, Muzaffarpur
Page 42
PROJECT REPORT
It may be shown as follows :-
Factors
Cultural Social Personal Psychological
Cultural Sub-Cultural Social Class Factor Factor Factor
Reference Group Family Rules and Status
Age & Stage Occupation & Economic Personal and Life StyleLife Cycle Circumstances Self concept & Values
Motivational Learning Perception Believes & Attitude
Culture Factors :-
Culture factors have great impact on consumer behaviour. The roles played by the
buyer's culture, subculture and social class are particularly.
Culture :-
Culture is the most fundamental determinants of a person's wants and behaviour.
The growing child acquires a set of values, perceptions, preference and behaviour
through his or her family and others key institutions. A child growing up in
America is exposed to the following values i.e. achievement and success, activity
L.N.Mishra College of Business Management, Muzaffarpur
Page 43
PROJECT REPORT
efficiency, practical progress material comfort, individualism, freedom external
comfort, humanitarianism and youthfulness.
Sub Culture :-
Each culture consists of smaller sub-culture that provide more specific
identification and socialization for their members, sub-culture includes
nationalities, religious, radial group and geographic regions, many sub-cultures
make important market segment and marketers often design product and market
programs according to their needs.
Social Class :-
Virtually all human societies exhibit social stratification. Stratification sometimes
takes the form of a caste system where the members of different caste are reared
for certain roles and cannot change their caste membership. More frequently
stratification takes the form of social classes. Social classes are relatively
homogenous and enduring divisions in a society, which are hierarchically ordered
and whose members share similar values, interests and behaviour.
Social classes are divided into seven terms :-
Upper - upper class
Lower - upper class
Upper - middle class
Middle - Class
Working Class
Upper - lower classes
Lower-lower class
(2) SOCIAL FACTORS :-
A consumer behaviour is also influenced by such social factors as reference group,
family, role & status.
L.N.Mishra College of Business Management, Muzaffarpur
Page 44
PROJECT REPORT
Reference Group :-
Many groups influence a person's behaviour. A person's behaviour group that have
a direct or indirect influence on the person's attitudes and behaviour. Groups
having a direct influence of a person are called membership groups. These are
groups to which the person belongs and interacts. Some are primary groups such as
family, friends neighbours with which the person interacts fairly continuously.
Primary groups tend to be informal. A person also belongs to secondary groups
such as religious, professional and trade union groups which tend to be more
formal and require less continuous interaction.
People are also influenced by groups in which they are not members. Groups to
which a person would like to belongs are called inspirational groups.
Family :-
Most consumers belong to a family group. They influence the pattern of
consumption. Buying habits creates by family influences. The members of the
family play different roles as for deciding, purchaser and user. The housewife may
act as a mediator of products that satisfy wants and desires of the children. Many
question arise in the whole family but a marketer has to think that who is the main
purchaser of family.
In the case of expensive products services, husband and wives engage in more
joint decision making. The marketers need to determine which member normally
has the greater influence in choosing various products often it is a matter of who
has more power or expertise.
Here are Typical product patterns
Husband dominant :- Life insurance, Automobiles, T.V.
Wife dominant : - Washing Machine, Furniture, Kitchenware
Equal :- Vacation, Housing, Outside entertainment.
L.N.Mishra College of Business Management, Muzaffarpur
Page 45
PROJECT REPORT
Roles and Status :-
A person participates in many groups :- family, clubs and organization. The
person's position in each group can be defined in term's of roles and status. A role
consists of the activities that a person is expected to perform. Each role carries a
status. A supreme court justice has more status than a sales manager and a sales
manager has more status than an office clerk. People choose products that
communicate their role and status in society. Thus company drive Mercedes, wear
expensive suits and drink chives regal scotch. Marketers are aware of the status
symbol potential of products and brands.
PERSONAL FACTORS :-
A buyer's decisions are also influence by personal characteristics not by the buyer's
age and life stage, occupation, economics circumstances, lifestyle and personality
and self concept.
Age and Life cycle stage :-
People buy different goods and services over their lifetime. The eat baby food in
the years, matured foods in the growing and mature years, and special diets in the
latter years. People's taste in clothes furniture and recreation is also age related.
Consumption is also shaped by the stage of the family life cycle. Marketers often
choose life cycle groups as their target market.
Some recent work has identified psychological life cycle stages. Adults experience
certain "passages" or transformations as they go through life markers pay close
attention to changing life circumstances divorce widowhood remarriage and their
effect on consumption behaviour.
Occupation :-
A person's occupation also influences his or her consumption pattern. A blue collar
worker will buy work clothes work shoes, lunch box. A company's president will
L.N.Mishra College of Business Management, Muzaffarpur
Page 46
PROJECT REPORT
buy expensive suits, air travel, country club membership and a large sail boat.
Marketers try to identify the occupational groups that above average interest in
their product and services. A company can even sexualize their computers
software companies will design different computers software for brand manager,
engineers, lawyers and physicians.
Economic Circumstances :-
Product choice is greatly affected by ones economic circumstances. People's
economic circumstances consists or their spendable income, its level stability and
time pattern, saving and assets including the percentage that is liquid debts,
borrowing power and attitudes towards spending versus saving.
Lifestyle :-
People coming from the same sub-culture, social class and occupation may lead
quite different lifestyles. A person's life is the person's pattern of living in the
world as expressed in the person's activities, interest and opinions. Lifestyle
portrays the "whole person" interacting with his or her environment. Marketers
will search for relationship between their product and lifestyle groups. A computer
manufacturer may find that most computer buyers are achievement oriented. The
marketer may then aim the brand more clearly at the achiever lifestyle.
Personality and Self-concept
Each person has a distinct personality that will influence his or her buying
behaviour. By personality we mean the person's distinguishing psychological
characteristics that lead to relatively consistent and ending responses to his or her
environment. Personality is usually described in terms of such facts as self
confidence, dominance, autonomy difference, sociability, defensiveness and
adaptability.
L.N.Mishra College of Business Management, Muzaffarpur
Page 47
PROJECT REPORT
(4) Psychological Factors
A person's buying choices are influenced by four major psychological factors
Motivation,
Perception
Learning and Beliefs
Attitudes
Motivation :-
A person has many needs at any given time some needs are biogenic they arise
from psychological states of tension such as larger, thirst, discomfort. Other needs
are psychogenic ; they arises from needs are psychogenic they arises from
psychological states of tension such as the need for recognition, esteem, or
belonging. A need becomes motive when it is aroused to a sufficient level of
intensity. A motive is need that is sufficiently pressing to drive the person to act.
Perception :-
Perception is the process by which an individual organization select interprets
information, inputs to create a meaningful picture of the world.
Perception depends not only on the physical stumuli but also on the stimuli
relation to the surrounding field and on condition within the individual.
The key word is the definition of perception of individual. One person might
perceive a fast talking sales person as aggressive and in sincere, another as
intelligent and helpful. People can emerged with different perception of the some
object because of three perceptual process, selective attention, selective distortion
and selective retention.
L.N.Mishra College of Business Management, Muzaffarpur
Page 48
PROJECT REPORT
Learning :-
Learning involves changes in an individual's behaviour arising from experience.
Most human behaviour learned learning theorists believe that learning is produced
through the interplay of desirous, stimuli, cues responses and reinforcement.
Beliefs and Attitudes :-
Through doing and learning people acquired beliefs and attitudes. These turns
influence buying behaviour. A belief is a descriptive thoughts that a person holds
about something.
Believes may be based on knowledge, opinion or faith. They may or may not carry
emotional charges, of course manufacturer are very interested in the beliefs.
People carry in their heads about their products and services.
An attitude is a persons enduring favourable or unfavourale evaluation emotional
feelings and action tendencies towards some object or ideas.
People have attitude towards almost everything politics clothes music, food.
Attitudes put them into a frame of mind of disliking and object moving towards or
away from it. Attitudes lead people to behave in fairly consistent way towards
similar object. People do not have to interpret and every object in a fresh way,
because attitudes economize on energy and thought, they are very difficult to
change. A person attitude settle into a consistent pattern to change a single attitude
may require major adjustment in other attitudes.
*************
L.N.Mishra College of Business Management, Muzaffarpur
Page 49
PROJECT REPORT
CHAPTER - 4
Consumer Behaviour of Paints in Gaya
L.N.Mishra College of Business Management, Muzaffarpur
Page 50
PROJECT REPORT
Consumer Behaviour of Paints in Gaya
FINDINGS :-
For the purpose of survey and collection of data the surveyor interviewed
customers, painters.
The findings derived from the analysis of the respondents relating to various
aspects of the study is explained below :-
1. When did you last use paint ?
YEAR % OF RESPONDENTLast Year 392-3 Year 36.253-4 Year 06.084-Above 18.08
0
5
10
15
20
25
30
35
40
45
Last Year 2-3 Year 3-4 Year 4-Above
Note : This data is related and depend on a lot of factors as which type of paints
people use, its quality shades. Financial status special occasion etc.
L.N.Mishra College of Business Management, Muzaffarpur
Page 51
PROJECT REPORT
2. Which brand for paints you prefer ?
NAME OF THE COMPANY % OF RESPONDENTNerolac 25%Asian Paints 30%Berger 20%Others 25%
25%
30%20%
25%
Nerolac Asian Paints Berger Others
L.N.Mishra College of Business Management, Muzaffarpur
Page 52
PROJECT REPORT
3. What are the reasons for using that product ?
REASON % OF RESPONDENTBrand Name 11.5%Price 20.5%Quality 54.5%Advertisement 10.5%Max. Shade 0.3%
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Brand Name Price Quality Advertisement Max. Shade
4. Who suggest you to buy the brand you are using ?
L.N.Mishra College of Business Management, Muzaffarpur
Page 53
PROJECT REPORT
SUGGESTION % OF RESPONDENTSelf 32Painter's Choice 40Dealer/Retailer 28
32%
40%
28%
Self Painter's Choice Dealer/Retailer
L.N.Mishra College of Business Management, Muzaffarpur
Page 54
PROJECT REPORT
5. Does advertisement influence you to buy a particular brand of paint ?
RESPONSE % OF RESPONDENTYes 48.9No 41.0Can't Say 10.1
49%
41%
10%
Yes No Can't Say
L.N.Mishra College of Business Management, Muzaffarpur
Page 55
PROJECT REPORT
6. Do you know KNP is Japanese Multi National ?
RESPONSE % OF RESPONDENTYes 21No 79
21%
79%
Yes No
8. Do you know KNP is the 2nd largest paint company of India ?
L.N.Mishra College of Business Management, Muzaffarpur
Page 56
PROJECT REPORT
RESPONSE % OF RESPONDENTYes 10No 90
10%
90%
Yes No
L.N.Mishra College of Business Management, Muzaffarpur
Page 57
PROJECT REPORT
9. Do you know KNP consumer scheme ?
RESPONSE % OF RESPONDENTYes 18No 82
18%
82%
Yes No
********
L.N.Mishra College of Business Management, Muzaffarpur
Page 58
PROJECT REPORT
CHAPTER - 5
Conclusion and Suggestions
L.N.Mishra College of Business Management, Muzaffarpur
Page 59
PROJECT REPORT
Conclusion and Suggestions
During the last decade the increase in productions of paint is increasing in high
volume. With the changing of rapid Economy, domestic house and construction
work are going very fast.
This is a market, which shows such a boom. Before introducing a new product,
there is a need to know the growing market opportunities, competitor's
performance on that product and market demand. All this information is needed to
formulate market strategies and procure raw materials.
Customer satisfaction tracking will help to minimize the weakness and take
corrective steps to achieve the desired performance. It is the pillor of corporate
success. It is the gospel of today's business.
So, the study conducted by the researchers is so vital to the company as well as to
the researcher to understand the problem and prospects of existing product in the
existing market. From the analysis I found the following conclusion.
1. The first and most important thing is to strengthen the chain of
management.
2. Since Brand cast media found out to be the most important source of
information therefore nerolac should concentrate its promotional activities
towards television advertisement.
3. There is need to increase the sub dealers which could be done by motivating
the probable consumer with competitive price, schemes etc.
L.N.Mishra College of Business Management, Muzaffarpur
Page 60
PROJECT REPORT
4. When the researcher asked which source of advertisement is more effective,
70% said TV and Radio, 20% said poster or hoarding, 10% said company
representative.
5. Approx 79% respondent did not know Kansai Nerolac Paints ltd. is
Japanese multinational company.
6. Approx 55% respondent consumer attitudes good about Nerolac product
regarding its quality.
7. When the researcher asked about complain regarding KNP products 90%
respondents said "No.".
8. Painters meeting is also not organised by the company at regular intervals
which results in the ignorance of Painters about KNPL products.
L.N.Mishra College of Business Management, Muzaffarpur
Page 61
PROJECT REPORT
SUGGESTIONS :-
Company’s Representative should go in every sector of the market to demonstrate
their products & convince them by making them aware about the products price &
quality according the socio -economic & environmental factors.
Through this was public relation will develop & company may know about the
different aspects of socio - economic & environmental conditions which may
helpful in the further development of the products.
Regarding Public Relation
Consumer is the basic foundation of every business. When consumer see, thinks,
prefers and buys is of great importance to marketers to fine tune their marketing
offers and achieve high level of consumer acceptance and satisfaction.
Apart from business activities there is something, which increase the public
relation, that is “behavior”. It should be very cordial & affectionate which mount
pressure on sellers to increase the sales volume.
The various steps could be taken to increase public relation in Rural areas.
A. It is not possible for the company’s higher authorities to visit every look
& corner of the Rural market. So, it is the task of local representative to be in
regular interval, use telephonic task & mail.
B. At regular interval, product demonstration should be arranged at public.
place in Rural areas to make the people acquitted with the products
C. This face -to- face will be help to know the wants & desires of the
people & on the basis of which company can improve the products.
D. Conducting sellers meeting region wise or area wise will certainly help
in getting the problems of sellers face -to -face & a close contact between the
top management & the sellers will quickly & efficiently sort out many
problems of the sellers on the spot . These type of meeting certainly help the
L.N.Mishra College of Business Management, Muzaffarpur
Page 62
PROJECT REPORT
sellers professionally & will help in increasing the dealership network of the
company.
E. As we know that painters influence the customers, the another step to
increase the public relation & boost the image of company is to conduct
workshop for painters. Most of the painters do not get any formal & systematic
training for painting. In this type of workshop the company should give technique
how to optimize the use of paints perfect combination of paints & thinners ,
the making the newer shades through mixing available shades etc. By these type
of workshop the company on one hand educated painters for the best use of
the paints on the others hand , will make goodwill among painters . Apart from
above suggestions as follows
(a) Some consumer says that, the range of KNP product are not available at
a particular time i.e. they switch over to another brands. So, product
range & required shades must be available at the big outlets.
(b) The 2nd quality product like goody must be improved in terms of quality
(c) Packaging should be in accordance with the urban socio-economic
conditions & people’s physiological set up.
(d) Online & telephonic consultancy regarding shades & optimum use of paint
should be provided
(e) The facilities given at the time of festivals should be made throughout the
years, if so then sellers get encouraged & sale will certainly go up.
*********
L.N.Mishra College of Business Management, Muzaffarpur
Page 63
PROJECT REPORT
BIBLIOGRAPHY
Marketing Management : Analysis, Planning,
Implementation and Control
Prentice Hall Inc., Ninth
Edition by Kotlar, Philip.
Marketing Management : The Indian Context, Second Edition,
By Ramaswamy and Namakumari
Marketing Research : Seventh Edition, Prentice Hall
Inc., By Luck, David J. and Rubin,
Ronald S.
Sales Management : Eighteenth Indian Reprint,
Prentice Inc. by Still,
Richard R., Cundiff,
Edward W, sand Govoni,
Norman A.P.
Magazine : Business India & India Today
Website : www.nerolac.com
L.N.Mishra College of Business Management, Muzaffarpur
Page 64
PROJECT REPORT
Questionnaire
Name : .......................................................................................................................
Address : ....................................................................................................................
....................................................................... Contact No. ........................................
Educational Qualification .........................................................................................
1. Occupation : ....................................................................................................
a) Service b) Business c) Retd. Person
d) House wife e) Student f) Other
2. Monthly Family Income
a) Upto Rs. 10,000 b) 10,000 to 20,000
c) 20,001 to 30,000 d) Above 30,000
3. When did you last use paint ?
a) Recently b) Last year
c) Last 2 year d) Last 3 year
e) Last 4 year f) Above 4 year
4. Which company Paint you have used previously ?
a) Nerolac b) Berger
c) Asian Paints d) Other
5. Reasons for your Preference for the brand (arrange them) ?
a) Brand Name b) Company Image
c) Quality d) Price
e) Scheme f) Advertisement
g) Friend/Relative h) Dealer's recommendation
i) Past Experience j) Painter's Choice
k) Other
6. Who suggest you to buy the brand you are using ?a) Self b) Relatives
c) Painter d) Dealer
7. Which type of paints you have used inside in your house ?a) Emulsion b) Distemper c) Cement Paint
L.N.Mishra College of Business Management, Muzaffarpur
Page 65
PROJECT REPORT
8. If Emulsion which company product you have used ?
9. Which company's interior paints is durable ?
10. How much you satisfied with your interior/exterior paint of your house ?
a) Very satisfied b) Satisfied
c) Less Satisfied d) Not satisfied
11. Who takes the colour decision in your Family ?
a) Self b) Housewife
c) Children
12. Does advertisement influence you to buy a particular brand ?
a) Yes b) No
13. Which media is more effective to influence most your response ?
a) News paper/magazine b) Television
c) Hoarding d) Other sources
14. Do you know KNP is a Japanese Multination Company ?
a) Yes b) No
15. Do you know KNP is the 2nd largest paint company of India?
a) Yes b) No
16. Do you know KNP Consumer Scheme ?
a) Yes b) No
17. Have you find any complain in Nerolac Paint Product ?
..........................................................................................................................
..........................................................................................................................
18. Any suggestions for Nerolac Paint product
Excellent Good Average PoorQualityDurabilityPrice
Date : .....................
Place : .................... Signature of Surveyor
L.N.Mishra College of Business Management, Muzaffarpur