Project Report

CHAPTER IINTRODUCTION

1.1 INTRODUCTION TO BERGER PAINTSBerger paints Established in 17th December, 1923, the company then known as Hadfields (India) Limited; was a small paint company based in Kolkata having its only manufacturing facility at Howrah, West Bengal to produce ready mixed stiff paints, varnishes and distempers. Post independence, towards the end of 1947, Berger Paints (Holdings) Limited, U.K acquired Hadfield's (India) Limited and thus Berger Paints (India) Limited was incorporated. From a production capacity of 150 tones and sales turnover of around Rs. 25 lakhs in 1947, the company has come a long way to become at one point of time; a part of the worldwide BERGER group in 1983 and thereby acquiring its present name Berger Paints India Limited to having subsequently gone through further ups & downs as well as ownership changes to gain its present status wherein the majority stake is with Delhi based Dhingra brothers and business revenue close to Rs.2000 crs.Today Berger Paints India Limited, having solely used and developed the name and trademark BERGER and all its variants in India, is a household name in paint. With Head Office in Jammu the company manufactures and markets a range of decorative & industrial paint products under various product brands and has it operations spread throughout the length & breath of the country; with seven manufacturing facilities in India and more than 82 depots, several regional & area offices, besides four facilities overseas. It has a workforce of over 2300 employees and a countrywide distribution network of 12000 plus dealers.Berger Paints has clearly demonstrated its commitment to Indian consumers for over 85 years, by offering its varied range of high performing quality products backed by highest level of customer service. Company's high ethical standards in business dealings and its on-going efforts in community welfare make Berger Paints India Limited a responsible corporate citizen. While the company's decorative and Industrial paints continue to gain an increasing market share, Berger as an organization has managed to achieve sustainable competitive advantage through innovations in all spear of business, desire to excel and by creating a winning culture & abiding faith in its values & philosophy among all its stakeholders.With Berger Paints you can now see your imagination of color unfurl in front of your eyes and watch your home come alive telling a thousand tales.

History and MilestonesThe name Berger or Lewis Berger is today synonymous with color worldwide. But actually the origin of the name dates back to over two & a half centuries in England in 1760, when a young color chemist named Lewis Berger, started manufacturing in Europe, 'Prussian blue' using a secret process that every designer and householder coveted. Mr. Berger perfected this process & art of the blue color, which was the color of most military uniform of that time. Enriched by the imagination of Lewis Berger, the unending quest for creation and innovation in the world of color & paints still continues.The history of Berger Paints India Limited as a company started in 1923 as Hadfield's (India) Limited which was a small colonial venture producing ready- mixed stiff paints, varnishes and distempers setup on a 2 acres of land in one of India's first industrial towns close to Kolkata in Howrah, Bengal. Subsequently in 1947, Berger Paints (Holdings) Limited, an international consortium of paint manufacturing companies bought over Hadfield's (India) Limited and thus the name changed to Berger Paints (India) Ltd. The gentleman who took over, as its first managing director was Mr. Alexender Vernon Niblet, an Englishman who was later on followed by Mr. Alfred Godwin in 1962.Further in the year 1965, the share capital of Berger Paints (Holdings) Limited was acquired by Celanese Corporation, USA and the controlling interest of Berger Paints (India) Ltd was acquired by CELEURO NV, Holland, a Celanese subsidiary.Subsequently in 1969, the Celanese Corporation sold its Indian interests to Berger, Jenson & Nicholson, U.K. Then onwards the company Berger Paints (India) Ltd became a member of the worldwide BERGER group having its operations across oceans in numerous geographies and this marked the beginning of Lewis Berger's legacy in India which the company would later take forward to enviable heights. From 1973 the company entered into one of its dynamic phases of business with introduction of new generation products in the industrial, marine and decorative segments under the able leadership of it first Indian Managing Director Mr. Dongargaokar Madhukar.Year 1976 was another turning point in the history of the company when the foreign holding in the company was diluted to below 40% by sale of a portion of the shares to the UB Group controlled by Mr. Vittal Mallya. The reins of the company were taken over by Mr. Biji K Kurien as its Chief Executive & Managing Director in the year 1980. Finally in the year 1983, the Berger Paints (India) Limited, changed its name to Berger Paints India Limited.The entire 80s & 90s saw the lunch of many new products from company's stable such as premium emulsions and high quality acrylic distempers. The COLOUR BANK tinting system was launched through which the consumer could select from a range of over 5000 shades. 1.1.1 Board of Directors:Mr. Kuldeep Singh Dhingra was born on 2nd September,1947 and has been a director of the company since 17th july,1991.He was appointed as the chairman of the company on 17th june,1994.Mr.Dhingra is a graduate, an industrialist, a promoter of the company and has a long standing experience in the paints and related industries.Mr.Dhingra also received an alumini from the Delhi University for distinction in the field of industryMr. Gurbachan Singh Dhingra was born on 9th April,1950.He has been the director of the company since 14th May,1993.Mr.dhingra is a graduate , an industrialist, a promoter of aspects.Mr. Subir Bose, managing director of the company ,was borne on 10th December,1949. He graduate in chemical eng.. from the Indian institute of technology,Kanpur and the completed his post graduate in business administrator from the Indian institute of management ,Ahmedabad.Mr. Anil Bhalla was born on 14 th September,1946. He graduate in economics from the university of delhi and is a fellow charted accountant.He was also the managing partner of JC Bhalla and Co.Mr. Gerald Kenneth Adams born on 2nd September,1947 and has been a director of the company since 17th july,1991.He was appointed as the chairman of the company on 17th june,1994.Mr.Dhingra is a graduate, an industrialist, a promoter of the company and has a long standing experience in the paints and related industries.Mr.Dhingra also received an alumini from the Delhi University for distinction in the field of industryMr.Gureharan Das was born on 3rd October,1943 .He has been a director of Berger paints India Limited since july,2001.Mr. das is a Harvard graduate and was CEO of Proctor and Gambler .

policyWe at Berger Paints are committed to provide full satisfaction to our customers with respect to Quality, Reliability and Delivery and attain Quality Leadership for all products that are offered by us. We shall achieve this goal by:stablishing a Quality Management System conforming to International Standards.Institutionalizing a culture of "Getting it Right, First Time."Upgrading our Technology continuously to meet expectations of customers.Planned and structured Training and Development Programmes for all employees.Creating an environment which encourages team effort and where each individual's 1.5 Code of ConductApplicabilityThis Code is applicable to all Directors and employees of the Company. This is in addition to the code framed under SEBI (Prohibition of Insider Trading Regulations), 1992 and all other applicable policies, procedures as well as the existing rules and regulations applicable to the Company. This Code applies to all places where the Company's business is conducted.Standerd of Conduct The Company expects all Directors, employees, agents and contractors to take steps for furthering safety and welfare of citizens and for ensuring a cooperative, efficient, positive, harmonious and productive work environment.Those who neglect or willfully breach this Code may be subject to corrective action, which may include termination.Shareholder value The Directors and employees of the Company shall be fully committed to enhancing shareholder value and net worth. Every member of the Board and employees shall take adequate steps and measures that would have been taken by a man of ordinary prudence towards achieving this objective.

Conflict of interest The Directors and employees shall not participate in the decision making process in respect of any subject matter where there is a conflict of interest between the interest of the Company and person the personal interest of such persons. The Directors and employees shall also not participate in taking decisions in respect of any matter or transaction involving an organization, firm or a in which case such Directors or employees may be deemed to be interested.GiftsThe Directors and employees shall not accept any gift, hospitality or material benefits from any agent/contractor/vendor or party with whom the Company has a business relationship. Gifts customarily given on special occasions like New Year, Diwali, Pujas, Christmas, etc., not expensive in value or distributed generally and openly at ceremonies and a business lunch or dinner shall not come under purview of this Clause. Participation by employees in general customer meets, seminars, conferences organized by business partners under an open invitation will also not fall under the purview of this clause.Business OpportunityThe Directors and employees shall not take advantage of any business opportunity belonging to the Company and known to them to be so belonging.Time and attentionThe whole-time Directors and employees shall devote full time and attention to the affairs of the Company and shall not engage in any other profession or calling which impairs their ability Directors and employees shall function so as to ensure that the Company preserves its reputation in the market, supplies quality products and valued services to the customers, both internal and external, and will continuously work towards enhancement of the Company's goodwill.

QualityDirectors and employees shall ensure that all information, which is made available by the Company to the public, is correct, and is free from ambiguity. Information related to the Company and not in the public domain will be generally treated as confidential. Confidential information will be deemed to be a valuable asset and shall be treated as such by all employees and Directors. The Company shall be entitled to take all such steps as may be required to prevent any unauthorized disclosure of information.FundsEvery employee shall be personally responsible for the Company funds over which he or she exercises control. Company funds must be used only for Company purposes. Every employee will ensure that he or she and the Company's agents and contractors take all reasonable steps such that the Company receives value for the Company funds and accurate and timely record of each and every expenditure is kept.RecordsEvery employee shall take necessary steps to preserve records as may be necessitated by law and the Company's business. Records include written documents, CDs, computer hard disks, e-mails, floppy disks, microfilms, microfiche and all other media.Compliance With LawThe Directors and employees shall take steps to ensure that the Company complies with applicable laws, regulations, rules and regulatory orders. They will also seek such compliance from the Company's contractors and agents.All employees shall comply with applicable laws in India and non-compliance will render them susceptible to action by the Company.Utilization Of AssetThe Directors and employees shall ensure that the assets of the Company are utilized in the best interest of the Company and not for their personal benefit, unless specifically allocated for such purpose.

Non DiscriminationAll other factors being equal, Directors and employees shall not discriminate on the basis of race, religion, colour, creed, sex, disability or marital status. Any form of sexual harassment is prohibited. Complaints of sexual harassment will be investigated and action taken against offending persons.Time And AttentionThe whole-time Directors and employees shall devote full time and attention to the affairs of the Company and shall not engage in any other profession or calling which impairs their ability to do so.BenefitsNo Director or employee shall derive any undue benefit from the Company which would not be otherwise available to him or her in the course of the Company's business.Enforcement1. All the present Directors and employees of the Company shall be deemed to have accepted this Code from 31st December 2005. All other persons who may become Directors and employees shall be deemed to have accepted the Code from the date when they become Director or employee of the Company.2. The Company Secretary shall be the compliance officer for the purpose of this Code.3. All Directors and Managers will have to make an annual affirmation of the Code. Any person aware of violation of the Code may lodge a written complaint with the Compliance Officer.4. The Company may suo moto undertake internal investigation or enquiry in respect of a suspected breach of the Code.

1.1.2 PRODUCTSBreathe EasyBreathe Easy is the only paint which leaves no smell after painting. It has been certified by Green Label Committee of Singapore Environment & Health Safety Standards as eco-friendly and healthy. Additionally, it is highly cleanable and resistant to fungus growth. All this and its impeccable sheen, make it a truly innovative product in premium interior emulsion segment.

Rangoli Super Acrylic EmulsionRangoli Super Acrylic Emulsion is made of unique forms of co-polymers and pigments available. These ingredients along with exclusive additives provide an optimum dispersion level. It gives a rich matt effect and gives a superior covering when applied for interior walls with stain guard technology.

Bison DistemperBison Acrylic Distemper is a-100% water based acrylic co-polymer emulsion designed for interior walls. Available in both factory-made ready shades and in a tintable format, it gives surfaces an elegant and durable mat finish.

IllusionsIllusions is a unique product in its lifestyle portfolio which is designed to inspire its customers to paint their imagination. The ultimate in stylish and modern living, the interior wall paints enliven spaces with their fascinating patterns created with internationally designed tools and techniques. Illusions includes designer wall finishes from Imagine, Metallica and Marble.

Illusions ImagineImagine includes a range of slow drying emulsions in non-metallic and smooth textures. The emulsions allow customization and their unique cross linking polymers make the designs washable and easy to maintain.

MetallicaBesides walls, the Metallica range of luxurious designer finishes which is non-blackening, is perfect for surfaces in metal and wood. With its two basic colours, gold and silver, a myriad metallic shades can be created.

MarbleMarble is a range that offers a wide variety of textures and colours in three finishes satin, matt and gloss. Being 100% washable walls painted with Illusions Marble retain their gloss even after being cleaned.

Bison DistemperBison Acrylic Distemper is a-100% water based acrylic co-polymer emulsion designed for interior walls. Available in both factory-made ready shades and in a tintable format, it gives surfaces an elegant and durable mat finish.

Jadoo Acrylic DistemperBerger Paints Jadoo Acrylic Distemper is a complete water based acrylic emulsion meant only for interior walls. It comes in a wide range of colours and is Indias most preferred brand of paints. Jadoo provides excellent finishes to walls at a reasonably low cost.

WeatherCoat All GuardSilicon based paint with enhanced water resistance; WeatherCoat All Guard, a Premium Plus Exterior Wall Paint, is the first paint in the industry to use the Silicon Technology. Silicon is a powdered chemical which when added to paint imparts visible water repellency to the paint film and water rolls of it keeping your house 100% rain proof. Moreover, it comes with a 7-year warranty.

WeatherCoat SmoothWeatherCoat exterior emulsion paint made of unique pigments and additives, can withstand extreme weather conditions. Further more, it has a unique feature called one way barrier which enables the wall to breathe out moisture. It also comes with the highest sheen from among its compatriots with Heat Resisting technology that keeps your house upto 5 degrees cooler.

WeatherCoat LonglifeWeatherCoat Longlife, a premium plus acrylic paint for exterior walls, with its Elastomeric property, ensures that the paint film stretches to cover hairline cracks thus ensuring that walls a look new for longer. The paint is suitable for buildings with hairline crack problems and structures in high rainfall areas where water seepage occurs through hairline cracks.

WeatherCoat Tile ProtektorWeatherCoat Tile Protektor is a tough, super protective 100% acrylic latex paint specially formulated for tiles and bricks. It is highly water resistant and protects tiles/bricks from dampness, algae and fungi caused by lashing/heavy rain. Its unique latex formulation gives.

WalmastaBergers Walmasta is a-100% water based paint. Made of suitable pigments, it is ideal for dry climates. It has higher resistance to cracking and its matt finish makes it a less expensive alternative to cement paint.

WeatherCoat BiowashA fast acting anti-fungal pre-treatment to be used prior to painting. Biowash has been specially formulated with powerful broad spectrum biocides and fungicides combined with detergent properties to keep exterior surfaces free from a wide variety of microbial activity. A ready to use solution, the product can be applied on masonry, brick, plaster and wood. Low in toxicity.

Weather Coat Exterior Wall PrimerThe WeatherCoat is a water based primer which is suitable for exterior surfaces. Made of special pigments, it ensures longer life of the entire paint system. This primer seeps through the permeable surface and seals it. Moreover it primer provides exceptional whiteness and opacity.

Luxol One Coat Gloss EnamelThe Luxol One Coat Enamel can be used on all surfaces particularly on mild steel and well prepared masonry surfaces. Made of refined colourants and essential additives, it provides a long lasting finish and glossy look to surfaces with just one coat.

Luxol Satin EnamelBerger Paints Luxol Satin Enamel is a solvent based paint that is washable and long lasting. It can be used in areas like kitchens, balconies, etc. Made out of exclusive micro fine pigments and extenders, its silky smooth finish gives the surface a glowing look.

Luxol High Gloss EnamelBerger Luxol High Gloss Enamel, perfect for all surfaces both interior and exterior, can withstand any Indian weather condition. Formulated with alkyd and select colourants, it gives a long lasting glossy finish to every surface it touches.

Berger Butterfly GP Enamell Butterfly Enamel meant only for interior surfaces can be applied on wooden surfaces and select mild-steel surfaces. It is a solvent based paint which provides maximum level of gloss and complete customer satisfaction.

1.2.3 Berger Paints Corporate Social Responsibility:Conserve. Develop. Respect.Will the environment and those around us suffer as we profit? Are our employees at Berger aware of their responsibility towards the environment? Are they committed towards conserving natural resources?These are just some of the questions raised at Berger before any decision is taken. As a socially responsible corporate citizen, we at Berger ensure that the stringent measures we take to reduce the adverse effects on the environment are taken very seriously. At Berger growing is about creating a greener future alongside. These measures include: Reducing waste and conserving natural resources in manufacturing facilities Developing green and energy efficient products Installing energy efficient systems at all new plant facilities Using renewable and sustainable raw materials in our formulations Manufacturing products with the stringent VOC limits in mind along with other environmental guidelines as per the industry Ensuring every product is compliant to all global and industrial green certificationsAll because we at Berger respect the needs and aspirations of all communities when our business operates.The Berger CommitmentAs a part of the commitment towards the stakeholders and the society at large, Berger Paints is committed to discharge its responsibility for the cause of the society through a variety of philanthropic and benevolent activities benefiting the society. The company has donated medical equipments and has installed shallow pumps in villages and water coolers at various locations in the vicinity of its factories. Initiatives have been undertaken for a cleaner environment through involvement of agencies towards conservation of greenery. spreading Donations have been given to the charitable institutions and social welfare organizations working for the cause of the upliftment of the poor and downtrodden

MARKET SHARE:The Indian Paint Industry In India, Indian Paint industrys total market size is US$1400 million. The organized sector of the industry is 55%. The 45% unorganized sector has about 2500 units.The big players and their market share-value of the organized sector areAsian Paints 37% GoodlassBerger 15.9% Berger Paints 13.8% ICI 11% Jenson & Nicholson 5.7%Shalimar 4% Others 12%The market segment is divided into two sectors.Architectural 70%Industrial 30%The total volume of the market is 600,000 MT

SWOT ANALYSIS: Strengths Imp of brand image as barriers to new entrantsGood technology backup. Weakness Real estate in a depression phase. Raw material scarcity Requirement of high working capital OpportunitiesFiscal incentives provided by Government. Rise in disposable income ThreatsForeign companies entering as sole players.

Major firms in an industryThe Indian Paint IndustryIn India, Indian Paint industrys total market size is US$1400 million. The organized sector of the industry is 55%. The 45% unorganized sector has about 2500 units. The big players and their market share-value of the organized sector areAsian Paints 37%GoodlassBerger 15.9%Berger Paints 13.8%ICI 11%Jenson & Nicholson 5.7%Shalimar 4%Others 12%The market segment is divided into two sectors.Architectural 70%Industrial 30%

Berger Paintsis the culmination of over seven-decade process of evolution and growththat began in 1923. Its growth has been closely linked with the business and industrialdevelopmentofmodernIndia.Berger's performance is anchored today in a wide variety of Decorative and Industrial paintswhich continue to gain an increasing share of the highly competitive Indian paint market. Being an ISO 9001 company its quality products have attained instant recognition, worldwide, and continues to meet quality requirements that are demanded today even in the domestic market.The company has donated medical equipments and has installed shallow pumps in villages and water coolers at various locations in the vicinity of its factories. Initiatives have been undertaken for a cleaner environment through involvement of agencies towards conservation of greenery. spreading Donations have been given to the charitable institutions and social w Will the environment and those around us suffer as we profit? Are our employees at Berger aware of their responsibility towards the environment? Are they committed towards conserving natural resources?These are just some of the questions raised at Berger before any decision is taken. As a socially responsible corporate citizen, we at Berger ensure that the stringent measures we take to reduce the adverse effects on the environment are taken very seriously. At Berger growing is about creating a greener future alongside. These measures include: Reducing waste and conserving natural resources in manufacturing facilities Developing green and energy efficient products Installing energy efficient systems at all new plant facilities Using renewable and sustainable raw materials in our formulations

As a part of the commitment towards the stakeholders and the society at large, Berger Paints is committed to discharge its responsibility for the cause of the society through a variety of philanthropic and benevolent activities benefiting the society. The company has donated medical equipments and has installed shallow pumps in villages and water coolers at various locations in the vicinity of its factories. Initiatives have been undertaken for a cleaner environment through involvement of agencies towards conservation of greenery. spreading Donations have been given to the charitable institutions and social welfare organizations working for the cause of the upliftment of the poor and downtroddenThe Berger CommitmentAs a part of the commitment towards the stakeholders and the society at large, Berger Paints is committed to discharge its responsibility for the cause of the society through a variety of philanthropic and benevolent activities benefiting the society. The company has donated medical equipments and has installed shallow pumps in villages and water coolers at various locations in the vicinity of its factories. Initiatives have been undertaken for a cleaner environment through involvement of agencies towards conservation of greenery, spreading the awareness of a greener planet amongst the people, recycling of waste paper and others. Donations have been given to the charitable institutions and social welfare organizations working for the cause of the upliftment of the poor and downtrodden.

REVIEW OF LITERATURE

This chapter deals with the review of different studies and looks which are directly or indirectly related to the present study. This study is the part of these hundreds study conducted from time to time but still study is unique one because it was used to analyze the latest trends and practice regarding the interior coating.

It studied the distribution channels and customer servcies of Berger paints. Berger paints have set up a dedicated consumer line for handling customer enquiries. The company is counting on its 12500 add retail network thoughts the country to break through. Considered one of the most well managed and effective logistics network in the country today, it has played large role in the company success

Coleman(1998) analyzed the performance of Indian paints market. Its pointed out the rising income and industrialgrowth marks a in paints industry, in India growth however,will be volume based restricted to few margin valued at Rs.39.the growth rate of Indian paint industry is more than that of USA. The organized sector has market share of 80%.Segment of paint industry is seasonal in nature with monsoon period generally slacking. GNPL is market leader in industrial paint segment..Raw material accounts for 50% of net sales for the most companies. Industrial consume 400 type of raw material.

Gujraal(2003) compared the performance of Asian and Berger paint. why the growth rate of Berger is less than that of Asian. The factor that effect and stimulate dealers for more purchase.

Gupta(2004) analyzed the paint market in India has been on roller coaster rides since before the 20th century. The first two years was reported to be disappointing with slump in major end user sector like housing and automobiles.70% of total paints being allocated to decorative uses. The housing sector command much attention from the paint suppliers and industrial analyst .Year 2002 bought a ray of hope and the industry has been recovering successfully henceforth.

Venkatraman(2007) studied the growth of indian industry according to his study the Indian paint industry,the September quarter performance was testimony of its optimism about sale growth continuing in the back drop of good monsoon and the return of feel good factor. Despite high raw material costs constricting margin leading paint companies leading paint companies have been able to turn in revenue and profits the helps them to maintain growth, during the September quarter the sale of both the decorative and industrial segment were good and are expected to keep up the momentum in the next couple of quarters.Berger paint had a net profit of Rs 14.14 crore againt Rs 9.14 crore in the same quarter of the previous year.Sale revenue was Rs. 211.37 crore(187.21 crore).

Jain(2009) studied the decorative segment of Berger paint cover 70% of total sales. People mostly use paint for decoration and 30 % people use for industrial segment. Mostly people paint their house after 4 years.They take their decision themselves. Ralli(2009) analyzed the performance of Indian paints market. Its pointed out the rising income and industrialgrowth marks a in paints industry, in India growth however,will be volume based restricted to few margin valued at Rs.39.the growth rate of Indian paint industry. Year 2009 bought a ray of hope and the industry has been recovering successfully henceforth.

Gill(2010) pointed out the growth of paint in household sector. Due to rise in per capita income demand of paint has increased. It effect the overall sales of paint companies. Paint sector has high chances of growth because Indian economy is still growing.

The different studies conducted were related with study of growing economy with paint industry and comparison of different paints with each other like of Berger and Asian paint. The market of Industrial and Decorative paint was also studied.

3.1 NEED:This research is needed to study the consumer Preferences towards Berger paints. It also help the company to better understand the consumer wants and market. Berger Paints are committed to provide full satisfaction to our customers with respect to Quality, Reliability and Delivery and attain Quality Leadership for all products that are offered by us.

3.2 SCOPE:The scope of the study was limited to Jammu District.

3.3 OBJECTIVES:The objectives of the study were as follows:1. To examine the factors affecting the purchase behavior with respect to Berger paint. 2. To analyse the consumer awareness regarding the various products of Berger paints.3. To know the customer preference towards Berger paint4. To know the market position of Berger paint with respect to its competitors.5. To examine the present market of Berger paint.

RESEARCH METHODOLOGY

Research is a procedure of logical and systematic application of the fundamental of science to the general and overall questions of a study and scientific techniques, which provide precise tools, specific producers, and technical rather philosophical means for getting and ordering the data prior to their logical analysis and manipulation. Different type of research designs is available depending upon the nature of research project, availability of manpower and circumstances.

Research is, thus, an original contribution to the existing stock of knowledge making for its advancement. The purpose of Research is to discover answers to the questions through the application of scientific procedures. Our project has a specified framework for collecting data in an effective manner. Such framework is called Research Design.

4.1 Research DesignResearch Design is a blueprint or framework for conducting the marketing research project. It specifies the details of the procedures necessary for obtaining the information needed to structure and solve marketing research problem. The research design used in the study was descriptive. 4.2 Sample Design Sampling can be defined as the section of some part of an aggregate or totality on the basis of which judgment or an inference about aggregate or totality is made. The sampling design helps in decision making in the following areas.

4.2.1Universe: Universe refers to the total of the units in field of enquiry the dealers of Berger paints.4.2.2Sampling Frame: Sample frame refers from where the questionnaires are to be filled. Our sample frame consists of friends, relatives and others. 4.2.3Sampling Unit: Sampling unit is the basic unit containing the elements of the universe to be sampled. The sampling unit of the study were the dealers of all age group in Jammu District.

4.2.4 Sample Size: Sample size is the total number of elements to be included in a study. Keeping in mind all the constraints, 100 respondents were selected.

4.2.5 Sampling Techniques: The sampling technique used was convenience sampling.

4.3Data Collection and Analysis 4.3.1Methods of Data Collection: Research work is discriptive in nature. Information has been collected from both Primary and Secondary data. Secondary sources: Secondary data are those which have already been collected by someone else which already had been passed through the statistical process. Secondary data has been collected through magazines, websites, and newspapers. Primary sources: Primary data are those, which are collected fresh and for the first time and thus happen to be original in character. Primary data has been collected by conducting surveys through structured/semi-structured questionnaire, which include both open-ended and close-ended questions. 4.3.2Tools of Presentation and Analysis:To analyze the data obtained with the help of questionnaire, following tools were used. Summated Score: These consist of a number of statements which express either a favorable or unfavorable attitude towards the given object to which the respondents are asked to react. The respondent responds to in terms of several degrees of satisfaction or dissatisfaction. Tables: This is a tool to present the data in tabular form. Percentage, Bar Graphs and Pie Charts: These tools were used for analysis of data.

4.4Limitations of the StudyEvery effort was made for detailed and comprehensive study but it is a common saying that to err is human which makes me feel that there may be few bottlenecks. Inspite of all the efforts to make my study perfect, few limitations still persist which are mentioned as below:1. Small Sample Size: The sample size in relation to total population is small and hence cannot be the basis of generalization.2. Element of Biasness: While filling the questionnaire, personal biasness of respondents might affect the responses.3. Uninterested Respondents: Respondents are sometimes unwilling and hesitant in replying to answers.4. Consumer Behavior: Consumer behavior is dynamic in nature and thus over the time, finding of today may become invalid tomorrow. 5. Lack of Resources: The accuracy of the results is also limited to reliability of methods of investigation, measurements and analysis of data. 6. Limited Scope: The sample may not be a true representative, as due to location factor, the respondents may not be representative of the whole universe.

Despite these limitations, still the result entirely depends upon the nature of information supplied by the respondents.

Statement 5.1: How Often You Paint Your House?

Table 5.1 How Often You Paint Your HouseTime PeriodNo. of RespondentsPercentage

Every year1010

Every two years3131

3-5 years5151

5-7 years0808

Total100100

Figure 5.1 How Often You Paint Your House

Analysis and Interpretation: After analyzing the information from the above table and chart it is found that to 51% of respondent usually used to paint their house every after 3-5 years. Then after 31% of respondent used to paint their house every after 2 years.

Statement 5.2: Decision Taker Regarding Paint In House?

Table 5.2 Decision Taker Regarding Paint In HouseDecision takerNo. of RespondentsPercentage

Husband2020

Wife1010

Both husband and wife6060

Childrens1010

Total100100

Figure 5.2 Decision Taker Regarding Paint In House

Analysis and Interpretation: After analyzing the information from the above table and chart it is found that to 60% of respondent said that both husband and wife take the decision regarding paint in the house.

Statement 5.3: Which Brand Of Paint You Prefer The Most?Table 5.3 Preference For PaintBrandNo. of RespondentsPercentage

Asian paints3838

Berger paints3030

Berger2525

Ici paints0505

Shalimar0202

Total100100

Figure 5.3 Preference For Paint

Analysis and Interpretation After analyzing the information from the above table and chart it is found that to 38% of respondent said that they mostly use Asian paints husband and then after 30 % of respondents use Berger paints.

Statement 5.4: They Use The Above Brand Of Paint?

Table 5.4 Use Of Above Brand of PaintSourcesNo. of RespondentsPercentage

Every time4444

Alternatively3636

Never used earlier2020

Total100100

Figure 5.4 Use Of Above Brand of Paint

Analysis and Interpretation:After analyzing the information from the above table and chart it is found that 44% of respondents said that they every time use the same brand and 36 % of respondents use alternatively

Statement 5.5: Plan To Change The Brand Of Paint When You Paint Your House Next Time?Table 5.5 Willingness to Change Brand of Paint Next TimeSourcesNo. of RespondentsPercentage

Strongly agree2525

agree2020

neutral4040

disagree0707

Strongly disagree0808

Total100100

Figure 5.5 Willingness to Change Brand Of Paint Next Time

Analysis and Interpretation:After analyzing the information from the above table and chart it is found that to 25% of respondent said that they strongly agree to change the brand next time and 20 % of respondents said that they are simply agree to change.

Statement 5.6: If Agree Then Which Brand of Paint Will You Prefer?

Table 5.6 If Agree Then Which Brand Will You PreferSr no.SourcesNo. of RespondentsPercentage

1Asian 2453

2Berger1022

3Ici paints0614

4Berger0511

5Shalimar0000

6others0000

Total45100

Figure 5.6 If Agree Then Which Brand Will You Prefer

Analysis and interpretation:After analyzing above table and charts it is found that 53% of respondents will move to Asian paints and then 22% of respondents will move to Berger paint.

Statement 5.7: Which Type of Paint You Mostly Use In Your Houses?

Table 5.7 Type of Paint Used In HousesSr no.SourcesNo. of RespondentsPercentage

1Emultion4242

2Oil paint1212

3Plastic paint2020

4Distemper2626

Total100100

Figure 5.7 Type of Paint Used In Houses

Analysis and interpretation:It is found that mostly people prefer Emultion then after distemper then plastic paint to paint their house.

Statement 5.8 Willingness To Change The Type of Paint When You Paint Your House Next Time?

Table 5.8 Willingness to Change The Type Of Paint Next TimeWillingnessNo. of RespondentsPercentage

Do not plan1414

Will you change to distemper2424

Will you change to oil paint1010

Will you change to plastic paint1212

Will you change to emultion4040

Total100100

Figure 5.8 Willingness To Change The Type Of Paint Next Time

Analysis and interpretation:After analyzing above table and charts it is found that 40% of respondents will move to Emultion and then 24% of respondents will move to Distemper.

Statement 5.9: From Where You Got Information About Paint?

Table 5.9 Sources of Information About PaintSourcesNo. of RespondentsPercentage

T.V Advertisement4545

Hoarding display2525

News paper1717

Magazines1313

Total100100

Figure5.9 Sources of Information About Paint

Analysis and interpretation:From above table and charts it is found that 45% people have heard about paint from T.V advertisement and rest from newspaper, hoarding display etc.

Statement 5.10: Do You Have any Problem Regarding Berger Paint?

Table 5.10 Respondents Having Problem With Berger PaintSourcesNo. of RespondentsPercentage

Yes2626

No7474

Total100100

Figure5.10 Respondents Having Problem With Berger Paint

Analysis and Interpretation:After analyzing the information it is found that 26% respondents said that they have problem regarding Berger paint and rest are not having problem.

FINDINGS OF STUDY

In the light of the specified objective of the research study and above discussion along with the analysis of data collected. Following are the finding from survey.1. Majority of people paint their house after every three years.2. In most of the households both husband and wife take decision regarding the painting in house.3. Most of the people like Asian paints then comes Berger and Berger.4. Majority of the customers are not facing any problem regarding Berger paints. 5. Majority of people use different brands of paint alternatively.6. Price of the product is the major factor that affect the buying behavior of the customer7. Most of the respondents are neutral to change the brand of paint.8. Most of the people came to know brand of paint through T.V advertisement.9. Following are the factors considered while purchasing the paint by respondents : Location of dealer Price No. of coats required Durability Shine Grace No. of shades

CONCLUSION

The basic purpose of making the analysis from the view point of general customer was to know the perception of the customer towards Berger paints this signifies so as to analyze the clear study of overall customers habit there are various factors considered by the customers while purchasing like price durability shine advertisement and dealers location.etc.

In the present study it is conducted that only the main competitor in the market of Berger paints is Asian paint in our present study it is concluded that Asian paint is the most preferable brand by the respondents and then after Berger paint is accepted by the peoples. There are major players in the industry like Asian paints, Berger, ICI Dulux, Berger, Johnson and Nicholson, Shalimaar and Local paint industry. The most selling brand in the market is Asian paints followed by Berger paints due to brand name , quality and durability. Berger company also provide the complete solution of color by installing color bank. Majority of dealers of Berger paint have color bank for the complete solution of color. Berger is offering wide range of products. As in Punjab people are less aware about the paint industry, there is a huge potential in this sector for the paint companies.

It is also concluded that Berger paint should focus on more T.V advertisement, In order to increase the sales and to compete the Asian paints. It is also concluded that the current Market share of the company is near about 14% and it is at third position and at second position there is a Berger Paints so in order to compete Berger, company should focus on acquiring more of the market share.

RECOMMENDATIONS

The recommendations of the study were as follows:1. While giving the information about their products or advertise their product company should focus more on T.V and newspaper2. As has been soon price and shades are the most important factors while purchasing the paints so company should improve the quality of products to attract more customers.3. In promotion schemes discount coupon and free gifts are liked so companies should keep this thing in mind while giving promotional schemes.4. Companies should make good retail network so that the availability of their paint Brand can be increased5. Company should also make some strategies in order to compete Asian paints in the market.

REFERENCES

Barksdale (1974). The Columbia Encyclopedia, Sixth Edition available at: http://www.encyclopedia.com/topic/ Barksdale.aspx retrieved on, 15th September, 2011.Crane, F.G. (1990). The need for Corporate Advertising in the Financial Services Industry: a Case Study Illustration. Journal of ServicesDelvin, James F (2000). Adding value to retail financial services. Tlze International .Journal of Bank Marketing, Vol.18. No. 5, 222 - p232Geiger (1975), The Columbia Encyclopedia, Sixth Edition, available at: http://www.encyclopedia.com/topic/ Geiger .aspx retrieved on, 17th September, 2011. Jackson (1975). Marquetry, Columbia Encyclopedia, Sixth Edition, available at: http://www.encyclopedia.com/topic/Jackson.aspx, retrieved on, 17thSeptember, 2011.Lewis (1995), The Columbia Encyclopedia, Sixth Edition, available at:http://www.encyclopedia.com/topic/Quezon.aspx, retrieved on 18thSeptember, 2011Ravisankar (1985), The Columbia Encyclopedia, Sixth Edition, available at:http://www.encyclopedia.com/topic/Quezon.aspx, retrieved on 18thSeptember, 2011. Sapele,(1990), The Columbia Encyclopedia, Sixth Edition available at: http://www.encyclopedia.com/topic/Sapele.aspx, retrieved on 18thSeptember, 2011Smith(1991), The Columbia Encyclopedia, Sixth Edition,The Columbia Encyclopedia, Sixth Edition. Copyright 2008 Columbia University Press. (Hide copyright information) available at: http://www.encyclopedia.com/topic/ Smith.aspx, retrieved on 18thSeptember, 2011The Columbia Encyclopedia, Sixth Edition. Copyright 2008 Columbia University Press. (Hide copyright information).Smith, Anne M (1990). Quality Aspects of Services Marketing. Marketing Intelligence & Planning, Vo1.8, No.6William, George K and B'arksdale, Hiran C. (1974). Marketing Activities in the Service Industries. Journal of Marketing, 65-70

QUESTIONAIRE Dear respondent, I student of MBA 3rd Semester at Apeejay Institute of Management Technical are conducting a research on Topic Dealers preference towards Berger paint: A perpetual Study Kindly help me to gather the information by sparing 5-10 minutes for filling the questionnaire. I will be very thankful if you, I assure you that the information will be kept confidential.

1)How frequently do you paint your house? Every yearEvery two year 3-5 years5-7 years

2)Who takes the decision regarding the paint in house?

Husband alone Wife alone Both husband and wifeChildrens

3)Which company brand of paint you have used?

Asian paints Berger paints Berger ICI paints Shalimar paints

4) Kindly give the response to the below statement I use the above Brand of paint

Every timeAlternatively Never used earlier

5) I plan to change the brand of paint when the next time I paint my house?

Strongly agree Agree Neutral Disagree Stongly disagree

6) If agree then which Brand of paint will you prefer?

Asian Berger Ici paints Berger Shalimar Others

7) Which type of paint you used to paint the house in your house?

Emultion Oil paint Plastic paint Distemper

8) Do you plan to change type of paint when you paint your house next time?

Do not plan Will you change to distemper Will you change to oil paint Will you change to plastic paint Will you change to emultion

09) What are the different sources from where you get the information about Berger paint?

T.V Advertisement Hoarding display Newspaper Magazines 10) What are the important factors that you consider while purchasing the paint for your Home ? FactorsMost importantImportantUnimportant Most unimportant

Price

Durability

No. of shades

No. of coats required

Location of dealer

Shine

Grace

11) Are you facing any problem regarding Berger paints?

Yes No

If yes then give suggestion.

RESPODENTS DEMOGRAPHIC PROFILE

Name

Age..

Gender : Male Female

Contact number .18