Study on the consumer buying behavior for shalimar paint

EXECUTIVE SUMMARY

Marketing

Marketing is "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”. Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer behavior and providing superior customer value.

Management

The organization and coordination of the activities of a business in order to achieve defined objectives. Management consists of the interlocking functions of creating corporate policy and organizing, planning, controlling, and directing an organization’s resources in order to achieve the objectives of that policy.

Marketing tools

The techniques and materials used by those who are involved in the promotion of goods and services are known as MARKETING TOOLS. Most business that need to sell their goods or services to the public will make extensive use of various marketing tools, such as market research and advertising to help further their success.

Consumer Behavior

Consumer behavior, also called as consumer psychology, is a branch of applied psychology, marketing and organizational behavior. It examines consumers' decision making processes and ways in which they gather and analyze information from the environment. See the consumer behavior article for an overview. Consumer behavior is a multidisciplinary field which is integral to industrial psychology and aspects of household economy studied in microeconomics. Consumer behavior also means the actions shown by consumers while making decision to select household and consumer items

With reference to this context, this project has been prepared to put a light on marketing strategies for promotion of products at Shalimar Paints.

This project is completely based on market research of paint. Under this research, we have taken 40 sample sizes. On the basis of that we have assessed the Quality and level of Customer Satisfaction of Shalimar paints. Then after we have formulated Conclusion and recommendations to improve their quality:-

Quality product rendered to customer.To attain customer satisfactionTo reduce the price of brand so sales can be boost up.To advertise their product which is socially accepted?To advertise their product through prominent celebrity.

On basis of weak brand, we have given recommendation in which we mentioned how to strengthen the weak brand. This is the precise study of project.

TABLE OF CONTENTS

CHAPTERS PARTICULARSEXECUTIVE SUMMARY

CHAPTER-1 INTRODUCTION

1.1 What is Marketing?

1.2 Marketing Mix

1.3 Marketing Tools

1.4 Consumer Behavior

1.5 Purchase Decision

1.6 Post Purchase Evaluation

1.7 Consumer Choice

CHAPTER-2 COMPANY PROFILE

2.1 Company Profile(Shalimar Paints)

2.2 History

2.3 The art and science of paints

2.4 Board of Directors

2.5 Research and development

2.6 Distribution Network

2.7 Corporate social Responsibility

2.8 Strategic Transformation

2.9 Presence and Offering

CHAPTER-3Research Methodology and Design

3.1 Aim of study3.2 Objectives of study3.3 Research design3.4 Data collection techniques3.5 Data analysis method3.6 Limitations of study3.7 Ethical requirements

CHAPTER-4 Data Analysis and Interpretation

CHAPTER-5 Conclusion and Recommendations

Bibliography

Annexure

CHAPTER 1INTRODUCTION

1.1 INTRODUCTION

What is marketing?

Marketing is "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large”.

Marketing is the science of choosing target markets through market analysis and market segmentation, as well as understanding consumer behavior and providing superior customer value. From a societal point of view, marketing is the link between a society's material requirements and its economic patterns of response. Marketing satisfies these needs and wants through exchange processes and building long term relationships.

Customer orientation: A firm in the market economy survives by producing goods that persons are willing and able to buy. Consequently, ascertaining consumer demand is vital for a firm's future viability and even existence as a going concern. Many companies today have a customer focus (or market orientation). This implies that the company focuses its activities and products on consumer demands.

1.2 Marketing Mix

The marketing mix is a business tool used in marketing and by marketers. The marketing mix is often crucial when determining a product or brand's offer, and is often associated with the four P's: price, product, promotion, and place.

In service marketing, however, the four Ps are expanded to the seven P's or Seven P's to address the different nature of services.

Category Definition

Product

A product is seen as an item that satisfies what a consumer demands. It is a tangible good or intangible service. Tangible products are those that have an independent physical existence. Typical examples of mass-produced, tangible objects are the motor car and the disposable razor. A less obvious but ubiquitous mass-produced service is a computer operating system.

The marketer must also consider the product mix. Marketers can expand the current product mix by increasing a certain product line's depth or by increasing the number of product lines. Marketers should consider how to position the product, how to exploit the brand, how to exploit the company's resources and how to configure the product mix so that each product complements the other. The marketer must also consider product development strategies.

Price

The amount a customer pays for the product. The price is very important as it determines the company's profit and hence, survival. Adjusting the price has a profound impact on the marketing strategy, and depending on the price elasticity of the product, often it will affect the demand and sales as well. The marketer should set a price that complements the other elements of the marketing mix.

When setting a price, the marketer must be aware of the customer perceived value for the product. Three basic pricing strategies are: market skimming pricing, market penetration pricing and neutral pricing.

Promotion

All of the methods of communication that a marketer may use to provide information to different parties about the product. Promotion comprises elements such as: advertising, public relations, sales organization and sales promotion.

Distribution(Place)

Refers to providing the product at a place which is convenient for consumers to access. Various strategies such as intensive distribution, selective distribution, exclusive distribution and franchising can be used by the marketer to complement the other aspects of the marketing mix.

1.3 Marketing tools

Definition: The techniques and materials used by those who are involved in the promotion of goods and services are known as MARKETING TOOLS. Most business that need to sell their goods or services to the public will make extensive use of various marketing tools, such as market research and advertising to help further their success.

A promotional plan is an outline of the marketing tools, strategies and resources that a company intends to use to promote a product or service. A promotional plan is usually considered a vital planning tool by most business managers that helps contribute toward the successful launch of a new product or service or its expansion into a new market.

1.4 Consumer Behavior 

Consumer Behavior is the study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society. It blends elements from psychology, sociology, social anthropology, marketing and economics. It attempts to understand the decision-making processes of buyers, both individually and in groups such as how emotions affect buying behaviour. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, sports, reference groups, and society in general.

Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Research has shown that consumer behavior is difficult to predict, even for experts in the field. Relationship marketing is an influential asset for customer behaviour analysis as it has a keen interest in the re-discovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions.

Each method for vote counting is assumed as social function but if Arrow’s possibility theorem is used for a social function, social welfare function is achieved. Some specifications of the social functions are decisiveness, neutrality, anonymity, monotonicity, unanimity, homogeneity and weak and strong Pareto optimality. No social choice function meets these requirements in an ordinal scale simultaneously. The most important characteristic of a social function is identification of the interactive effect of alternatives and creating a logical relation with the ranks. Marketing provides services in order to satisfy customers. With that in mind the productive system is considered from its beginning at the production level, to the end of the cycle, the consumer (Kioumarsi et al., 2009).

1.5 Purchase Decision

Once the alternatives have been evaluated, the consumer is ready to make a purchase decision. Sometimes purchase intention does not result in an actual purchase. The marketing organization must facilitate the consumer to act on their purchase intention. The organization can use a variety of techniques to achieve this. The provision of credit or payment terms may encourage purchase, or a sales promotion such as the opportunity to receive a premium or enter a competition may provide an incentive to buy now. The relevant internal psychological process that is associated with purchase decision is integration. Once the integration is achieved, the organisation can influence the purchase decisions much more easily.

There are 5 stages of a consumer buying process. The problem recognition stage, meaning the identification of something a consumer needs. The search for information, which means you search your knowledge bases or external knowledge sources for information on the product. The possibility of alternative options, meaning whether there is another better or cheaper product available. The choice to purchase the product and then finally the actual purchase of the product. This shows the complete process that a consumer will most likely, whether recognisably or not, go through when they go to buy a product.

1.6 Postpurchase Evaluation

The EKB (Engel, Kollat, Blackwell) model was further developed by Rice (1993) which suggested there should be a feedback loop. Foxall (2005) further suggests the importance of the post-purchase evaluation and that it is key because of its influences on future purchase patterns.

Other influences

Personality, motivation, knowledge, attitudes, beliefs, and feelings. Psychological factors include an individual's motivation Consumer behaviour is influenced by internal conditions such as demographics, psychographics (lifestyle),, perception, attitude and belief, while personal factors include income level, personality, age, occupation and lifestyle

Congruence between personality and the way a persuasive message is framed (i.e., aligning the message framing with the recipient’s personality profile) may play an important role in ensuring the success of that message. In a recent experiment, five advertisements (each designed to target one of the five major trait domains of human personality) were constructed for a single product. The results demonstrated that advertisements were evaluated more positively the more they cohered with participants’ dispositional motives.. Tailoring persuasive messages to the personality traits of the targeted audience can be an effective way of enhancing the messages’ impact.

Behaviour can also be affected by external influences, such as culture, sub-culture, social class, past experience reference groups, family and situational determinants. Culture is the broadest and most abstract of the external factors, they are the complexity of learning meanings, values, norms, and customs shared by members of a society. It is important to study the impact of culture on consumer behavior as marketers expand their international marketing efforts. Subcultures may be based on age, geographic, religious, racial, and ethnic differences. These

racial/ethnic subcultures are important to marketers because of their growth, size, and purchasing power. Social Class refers to relatively homogenous divisions in a society into which people sharing similar lifestyles and interests can be grouped. These social classes are important to marketers because these consumers have similar buying habits. Reference group is defined as "a group whose presumed perspectives or values are being used by an individual as the basis for his or her judgment, opinions, and actions." As consumers we use three different types of reference groups including, associative, aspiration and dissociative as a guide to specific behaviors. Marketers use these groups to create advertisements. Finally, situational determinants or purchase and usage decisions. Three types of these may have an effect: specific usage situations, purchase situations, and the communication settings.

1.7 Consumer Choice

The theory of consumer choice is the branch of microeconomics that relates preferences to consumption expenditures and to consumer. It analyzes how consumers maximize the desirability of their consumption as measured by their preferences subject to limitations on their expenditures, by maximizing utility subject to a consumer budget constraint.

Consumption is separated from production, logically, because two different economic agents are involved. In the first case consumption is by the primary individual; in the second case, a producer might make something that he would not consume himself. Therefore, different motivations and abilities are involved. The models that make up consumer theory are used to represent prospectively observable demand patterns for an individual buyer on the hypothesis of constrained optimization. Prominent variables used to explain the rate at which the good is purchased (demanded) are the price per unit of that good, prices of related goods, and wealth of the consumer.

The law of demand states that the rate of consumption falls as the price of the good rises, even when the consumer is monetarily compensated for the effect of the higher price; this is called the substitution effect. As the price of a good rises, consumers will substitute away from that good, choosing more of other alternatives. If no compensation for the price rise occurs, as is usual, then the decline in overall purchasing power due to the price rise leads, for most goods, to a further decline in the quantity demanded; this is called the income effect.

CHAPTER 2COMPANY PROFILE

2.1 Shalimar Paints

It is an Indian paints manufacturing company. The company is engaged in manufacturing and

marketing of decorative paints and industrial coatings. Some of India’s iconic buildings and

structures such as the Howrah Bridge, Rashtrapati Bhawan, Salt Lake Stadium, All India

Institute of Medical Sciences, and many others, continue to be painted with Shalimar Paints.

2.2 History

It can be said that the history of Shalimar Paints is the history of the paints industry in India and

also in South East Asia. Shalimar Paints was founded in 1902 by two British entrepreneurs AN

Turner and AC Wright as Shalimar Paints Color & Varnish Ltd. In the same year, the company

set up a large scale manufacturing plant in Howrah, West Bengal, the first such plant in entire

South East Asia. In 1928, Pinchin Johnson & Associates of UK bought control from the British

entrepreneurs AN Turner and AC Wright. In 1963, the company's name was changed to

Shalimar Paints Ltd. after Turner Morrison & Co stepped in as new management.

With access to high-end technology, the company introduced many firsts in the industrial

coatings segment such as high build zinc coatings, radiation resistant coatings for nuclear power

plants, polyurethane paint for fighter aircraft and railway coaches, among others. Shalimar was

the first company to paint a fighter aircraft for the Indian Army.

In 1972 Shalimar went public and in 1989, the company was acquired by the O.P. Jindal Group

and the Hong-Kong based S.S. Jhunjhnuwala Group. In April 2013, Mr. Sameer Nagpal was

appointed as the Chief Executive Officer of the company and in August 2013, Mr. Nagpal was

elected as Managing Director and CEO of Shalimar Paints by the Board of Directors, effective

May 2013.

2.3 The Art and Science of Paints

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

The bold and perfect square, with the stencil-stylized "S", symbolizes the coming together of Art and Science.

2.4 Board of Directors

Mr. Girish Jhunjhnuwala

Girish Jhunjhnuwala is the Promoter Director representing The Jhunjhnuwala Group. Starting his career by managing his family's Hong Kong based OEM watch business, Mr. Jhunjhnuwala ventured into property development and created the Ovolo group of hotels and serviced apartments. Today, the flagship Ovolo brand is one of Hong Kong's leading hospitality brands that is proud of its charitable core. Mr. Jhunjhnuwala's business interests also include companies under the Singapore-based Hind Group umbrella.

Mr. Ratan Jindal

Ratan Jindal is the Promoter Director on the Board representing The Jindal Group. An alumnus of the Wharton School of Management and a visionary leader, Mr Jindal has played a key role in developing the stainless steel industry and has contributed to shaping India's urban infrastructure with the usage of stainless steel. His flagship company Jindal Stainless is India's largest integrated manufacturer of quality stainless steel and is among the top 10 stainless steel producers in the world. A believer in Inclusive Management, Mr Jindal lays great emphasis on growth with social responsibility.

2.5 Research and Development

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

Product and process innovations Development and prototyping of innovative, environment friendly technologies Creating new business opportunities by bridging technology and product gaps faster Customisation of Industrial Coatings products as per customer requirement

2.6 Distribution Network

Shalimar Paints has a pan-India sales and distribution network. With 54 branches and depots, the company services more than 8,000 dealers across the country.

Shalimar believes that service is the key in paints business. For greater distribution efficiency and improved customer service, the company has 5 distribution centres - in East (Howrah), West (Bhiwandi and Ahmedabad), North (Ghaziabad) and South (Coimbatore) zones of the country. With more regional distribution centres in the pipeline, Shalimar Paints is poised to provide superior customer service all over India. 

2.7 Corporate Social Responsibility

Shalimar Paints has been one of the earliest adopters of CSR in India. From early twentieth century, the company has been working to create a positive impact on the community and supporting marginalized sections of the society.CSR Vision & ActivitiesShalimar Paints stands for positive transformation. With its Corporate Social Responsibility philosophy “Colors of Change”, the company aims to bring change that betters the quality of people’s lives. Shalimar seeks to undertake positive interventions in the areas of Education, Health, Environment and Community Development that have a measurable, long-term impact.Programmes include:

Education support for primary and secondary school children Energy and water conservation at plants Health and Community Development programmes around offices and plants

2.8 Strategic Transformation

In 2013, Shalimar Paints started a journey of strategic transformation to become one of the top

players in the decorative paints segment. As part of the strategy, the company is transitioning to

become a more consumer-centric company by growing its decorative business. In 2014, this

century-old paint brand rejuvenated its logo and refreshed its positioning to connect with today's

consumers. Recognizing the brand's transformation, Shalimar Paints was awarded the Brand

Excellence Award for Brand Revitalization by Ananda Bazar Patrika (ABP) Group in association

with World Marketing Congress. Apart from rejuvenating its brand, the company is improving

its product mix, launching new products, strengthening relationship with dealer partners,

improving distribution and augmenting manufacturing capacity.

2.9 Presence and Offerings

Shalimar Paints is present in over 2000 cities and towns of India through a network of more than

8000 dealers. The company has three manufacturing units in Howrah, West Bengal; Nasik,

Maharashtra; Sikandrabad, Uttar Pradesh and a new plant is coming up in Goomidipoondi, near

Chennai, Tamil Nadu. It has two Research & Development centers in Howrah, West Bengal and

Nasik, Maharashtra, focusing on technology, product and process innovations. The company has

an exhaustive range of products in decorative paints and industrial coatings. Shalimar's

decorative business covers both interior and exterior paints where it has a number of flagship

brands. Under the tinting brand "Color Space", Shalimar offers more than 1,000 shades across all

product lines to its customers.

CHAPTER 3RESEARCH

METHODOLOGY & DESIGN

RESEARCH METHODOLGY

3.1 AIM OF STUDYTo carry out a study on the consumer buying behavior for Shalimar paint

3.2 OBJECTIVES OF THE STUDYThe major objectives of the study are as follows:

To study the awareness of customer about Shalimar paint

To learn consumers’ attitude towards Shalimar paint

To understand consumers’ preference towards paimt

To find out the frequency of purchase

To study consumers’ loyalty for Shalimar paint

To learn major reasons of consumer satisfaction in relation to Shalimar paint

3.3 RESEARCH DESIGN

A Research design is the specification of methods and procedures for acquiring the information

needed to structure or solve the problem. The methods and techniques involved in the study are

as follows:

Research TypeExploratory cum Descriptive research has been used in the study. This type of research

describes what exists and may help to uncover new facts and meaning. Descriptive

research included survey and fact-findings by consulting the respondent through a

structured questionnaire.

I. PopulationThe total element of the universe from which sample is selected for the purpose of study

is known as population. The population of my research is the dealer of Shalimar paint

II. Sample SizeThe sample size is fixed at 40 employees, which was selected considering the time factor.

III. Sampling technique

Convenience sampling has been used to collect the data from the respondent.

Convenience sampling is a non-probability sampling technique where subjects are

selected because of their convenient accessibility and proximity to the researcher.

3.4 DATA COLLECTION TECHNIQUES

For any research to succeed raw facts must be collected in a form which helps in effective

production of results and meeting the objectives of study. There are basically two sources of data

collection:

I. Primary DataIt is a term for data collected on source which has not been subjected to processing or

any other manipulation. The primary data was collected from the respondents by

administering a structured questionnaire and also through observation.

II. Secondary DataThey are those, which has already been collected by someone else. Secondary  data  is 

extracted  from  files,  registers,  websites and  records  obtained  from 

personnel department.

3.5 DATA ANALYSIS METHOD

I. Recording of Data

Each respondent records his or her answer by marking a particular response box. As such the

data is recorded by each respondent.

II. Structuring of DataAfter questionnaires were completed the responses were coded, summed and tabulated on an

Excel spreadsheet. For this reason the questionnaire has been pre-coded to help facilitate this

action.

III. Analysis of InformationThe analysis of the information was done through SPSS software. In this I have used

multiple response analysis and statistical analysis.

3.6 LIMITATIONS OF THE STUDY

There are a few limitations, as stated below, with regard to my study:

This study is only limited to the dealer of the Shalimar paint.

Time constraint was the major limitation of the project.

Sample is not representative of the entire population.

To create good image, respondents may give responses that may vary from the facts.

3.7 ETHICAL REQUIRMENTSCertain ethical considerations formed part of this study as it pertains to the respondent:

The implications and benefits of the study were explained.

The respondent was not forced to complete the questionnaire.

All information submitted by the respondents was considered as confidential

information.

The respondent has been made aware of his or her right to anonymity.

The respondent’s available time has been taken into account by accommodating with a

short and easily understandable questionnaire.

CHAPTER 4

DATA ANALYSIS & INTERPRETATION

Q1 Have you heard about Shalimar paint? 

Yes = 1

No = 0

OPTIONResponses

N PercentageYES 38 95%

NO 2 5%

Total 40 100%

95%

5%

Responses

YESNO

Inference

From the above pie chart it is clear that 95% customers have heard about Shalimar paint and 5% customers have not heard about Shalimar paint.

Q2. From where did you get to know about Shalimar paint? 

Advertisement = 1

Newspaper = 2

Television = 3

Painter = 4

Friends = 5

OPTION ResponsesN Percentage

Respons

es

Advertisement 20 25.6%Newspaper 16 20.5%Television 18 23.1%

Painter 14 17.9%Friends 10 12.8%Total 78 100.0%

25.60%

20.50%23.10%

17.90%

12.80%

Responses

AdvertisementNewspaperTelevisionPainterFriends

Inference

From above table we have concluded that 25.6% of the respondent knows about Shalimar Paints through advertisement and 23.10% knows through television.20.5% respondents know through newspaper and 17.90% respondents know through painter. 12.8% respondents know through friends which is the least percentage.

Q3 ATTITUDE

Factors Strongly Like Like Strongly DislikeDurability of Paint 11 23 4Color Combination 11 20 7

Price of Paint 16 12 8Thickness of Paint 8 21 9

Ease of Cleaning wall 13 19 6Eco Friendliness 12 17 9

Strongly like = 1

Like = 2

Strongly Dislike = 3

AttitudeN Valid 38

Missing 0Mean 1.8772

Inference

From above table we conclude that means value is 1.9 which is close to 2 it means majority of

the respondents like Shalimar paints.

Q4 Give important reasons for your preference for Shalimar paint? 

Quality = 1

Price = 2

Value = 3

Availability = 4

OPTION ResponsesN Percent

Quality 20 29.4%Price 21 30.9%Value 7 10.3%

Availability 20 29.4%Total 68 100.0%

29%

31%

10%

29%

Responses

QualityPriceValueAvailability

Inference

From above table we conclude that respondents give preference to Shalimar paints due to its availability in the market which is 31% and respondents believe that Shalimar paints is least (10%) valuable.

Q5 How many times do you purchase Shalimar paint in a year? 

How many times do you purchase Shalimar paint in a year?Frequenc

yPercen

tValid

PercentCumulative Percent

Valid

0 4 10.5 10.5 10.51 17 44.7 44.7 55.32 9 23.7 23.7 78.93 3 7.9 7.9 86.84 3 7.9 7.9 94.75 1 2.6 2.6 97.46 1 2.6 2.6 100.0

Total

38 100.0 100.0

11%

45%24%

8%

8%3% 3%

Responses

0123456

Inference

From above table we conclude that in a year 45% respondent’s purchase Shalimar paints once a year.

Q6 If Shalimar paint is not available in the shop, would you like to purchase any other brand? 

NO = 0

YES = 1

If Shalimar paint is not available in the shop, would you like to purchase any other brand?

Frequency Percentage Valid Percentage

Cumulative Percentage

Valid NO 9 23.7 23.7 23.7YES 29 76.3 76.3 100.0Total 38 100.0 100.0

24%

76%

Responses

NOYES

Inference

From the above table we conclude that Shalimar Paints should make their products available as 76% respondents are likely to switch to another brand in case on non-availability.

Q7 If you get more discount on any other brand, would you go for that? 

NO = 0

YES = 1

If you get more discount on any other brand , would you go for that?Frequenc

yPercentage Valid

PercentageCumulative Percentage

Valid

NO 8 21.1 21.1 21.1YES 30 78.9 78.9 100.0Tota

l38 100.0 100.0

21%

79%

Responses

NOYES

Inference

From the above table we conclude that 79% respondents will switch to another brand if they get discount on other brands.

Q8 Are you satisfied with Shalimar paint? 

Are you satisfied with Shalimar paint?Frequency Percentag

eValid

PercentageCumulative Percentage

Valid NO 12 31.6 31.6 31.6YES 26 68.4 68.4 100.0Total 38 100.0 100.0

32%

68%

Responses

NOYES

Inference

From the above table we conclude that 68% respondents are satisfied with Shalimar Paints.

Q9 If not, which factors are you not satisfied with?

Quality = 1

Durability = 2

Color combination = 3

Thickness = 4

Eco friendly = 5

OPTION ResponsesN Percent

Quality 3 15%Durability 2 10%

Color Combination 4 20%Thickness 5 25%

Eco friendly 6 30%Total 20 100.0%

15%

10%

20%25%

30%

Responses

QualityDurabilityColour CombinationThicknessEco Friendly

Inference

From above Table we conclude that 25% of the respondents are not satisfied with thickness of

the Shalimar paints. 20% are not satisfied with the color combination. 30% are not satisfied with

eco friendly. 15% are not satisfied with quality of the paint. And 10% that is the least percentage

of respondents are not satisfied with durability of Shalimar paints.ied with durability of Shalimar

paints.

CHAPTER 5CONCLUSION &

RECOMMENDATIONS

5.1 CONCLUSION

From our research I can conclude that most of the respondents are aware of Shalimar paints.

Advertisement on television and newspaper is the main source of awareness of the product. Our

respondents like the product mostly due to lower prices compared to other brands, the quality of

the product is also good at these prices and the product is in reach of customers. A very few

share of respondents dislike the product and mostly give common reasons of thickness, eco

friendliness, durability and color combinations available in the product which makes the product

non-valuable for them. Most of respondents buy the product once a year but our analysis shows

that maximum of the respondents are not loyal to the product they immediately prefer over

Shalimar paint if there is no availability of Shalimar paint or if they don’t get good deals on

Shalimar paints.

5.2 RECOMMENDATIONS

A few more advertisements on Social Media can add on modern consumers for the

products

Improvement in durability, thickness and eco friendliness if needed to make it more

valuable can change the views of respondents about the product.

A wide range of color combination is always appreciated by the customer. Company can

add new color combinations available in the Shalimar paints.

Company can open new outlets of Shalimar paints, which can provide digital mixing of

color like other brands.

Company can provide attractive offers and schemes for regular and new customers to for

diminishing the possibility of Shalimar paint customers opting some other brand.

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ANNEXURE

QUESTIONNAIRE

To study the consumer buying behavior for Shalimar paint

Have you heard about Shalimar paint? 

o  Yes

o  No

o

From where did you get to know about Shalimar paint? 

o  Advertisement

o  Newspaper

o  Television

o  Painter

o  Friends

o

Indicate the extent to which you agree with the statements by putting a tick on the appropriate column? 

Strongly like Like Not like1. Durability of paint2. Color Combination offered by the brand3. Price of paint4. Thickness of paint5. Ease of cleaning wall after paint6. Eco friendliness(Like lead free)

Give your priority of preference to the paints? 

1 2 3 4 5Berger paintNerolac paintShalimar paintAsain paintDulux pain

Give important reasons for your preference for Shalimar paint? 

o  Quality

o  Price

o  Value

o  Availability

How many times do you purchase Shalimar paint in a year? 

If Shalimar paint is not available in the shop, would you like to purchase any other brand? 

o  Yes

o  No

If you get more discounts on any other brand, would you go for that? 

o  Yes

o  No

Are you satisfied with Shalimar paint? 

o  Yes

o  No

If not, which factors are you not satisfied with?

o  Quality

o  Durability

o  Color combination

o  Thickness

o  Eco friendly

BHAI PARMANAND INSTITUTE OF BUSSINESS STUDIES

FORMAT FOR PROJECT SUMMARY TO BE SUBMITTED TO PANEL AT THE TIME OF

PRESENTATION

1. Working Title :

2. Purpose of the Study :

3. Objective of the Study :

4. Hypothesis of the Study :

5. Methodology

Research Design :

Data Collection Approach :

Sampling Method :

Measurement Techniques :

6. Proposed Table of Contents of the :

Project Report

7. Questionnaire (if any) :

REMARKS

1) Project summary/synopsis should be signed by the student and the concerned supervisor

of the student.

2) Supervisor can suggest the changes in the above format are required.

ATTENDANCE FOR SUMMER TRAINING PROJECT REPORT

NAME OF THE STUDENT :

CLASS :

ROLL NO. :

NAME OF THE SUPERVISOR :

S.NO. DATE TIME PROGRESS OF REPORT(REMARK)

SIGNATURE OF STUDENT

SIGNTURE OF SUPERVISOR

[Dr. G.K. Varshney]

In-charge, MBA

& Project Guide

EVALUATION SHEET FOR SUMMER TRAINING PROJECT REPORT

STUDENT’S NAME : ___________________________________

ROLL NO. : ____________________________________

EVALUATOR’ FEEDBACK: ____________________________________

_____________________________________

_____________________________________

_____________________________________

DID THE STUDENT CONTACT YOU REGULARLY FOR DISCUSSION?

: YES/NO (Please Tick)

MARKES AWARDED : ______________________________________

SIGNATURE OF EVALUATOR

NAME: _____________________

DATE: ______________________