Customer Preferances Asian Paints Vizag

8/12/2019 Customer Preferances Asian Paints Vizag

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INTRODUCTION

Indian Economy is dramatically changing the dramatic

changes are the result of hard realities. Too much of protection

for too long a time has hindered the economic development

rather than facilitating it. The immediate fallout could be seen in

public sector units in the country. Their losses got accumulated

and became a drain of the National Exchequer. Too much of

regulation for too long time on private sector had also proved to

be disastrous.

All these regulations, curbs and restrictions has stied the

enterprising spirit and discouraged healthy competition among

the in industrialists. The balance of payments position became

so unmanageable that even the international lending bodies lie

International !onetary "und and #orld $an refuse additional

%nance for India unless Indian economy is revamped.

&ince than a series of economy policies 'ere revamped.

There 'as a greater emphasis on !areting. After liberali(ation

the changed in economic scenario India o)ers excellent

mareting opportunities are created for aspiring Entrepreneurs.

Indian marets are no' *$uyers !arets+. Therefore the

mareters has to resign suitable. &trategies to stay successful in

the maret. Their success depends on their ability to cater.

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OBJECTIVES

PRIMARY OBJECTIVES:

To %nd out 'hich factors has got inuence on customer

a'areness in aints Industry.

To no' the a'areness level of *Asian Paints+ customers as

'ell as other customers.

SECONDARY OBJECTIVES:

To identify the customer requirements.

To analy(e the customers perception regarding the preference

of Asian aint roducts.

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NEED FOR STUDY

The main ob-ective of the study is to no' the ustomer

a'areness 'ith respect to Asian aints.

The need for this can be explained if one no's the

importance of understanding the ustomer a'areness. &o in the

follo'ing paragraph the ustomer a'areness and its role in the

success of an organi(ation has been explained.

ustomer a'areness are taen up to boost the sales of a

product by the company. A company having production

capabilities may produce a product and price is according and

sell through the dealers and retailers by its distribution net'or.

onsidering the fact that consumer according to the time

need, 'ant and the purchasing po'er, it depends on the product,

therefore, the mareters rely on the mareting mix to cater to

the customers e/ciently and e)ectively.

&o the companies producing the product, pricing and

planning them have to care fully loo into the minds of the

consumers and place the products favorably in the minds of the

consumers.

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METHODOLOGY

In order to reali(e the study the ob-ectives a considerably

volume of both primary and secondary data is needed. It has

been therefore found necessary to conduct an Intervie' schedule

for gathering relevant data from the users.

rimary 0ata has been collected from the industrial buyer

during !ay 1 2une 3445 'ith the help of a structured

6uestionnaire 'ith strati%ed sample of 78 respondents have

been taen for carrying out the study.

&econdary 0ata the information regarding the Indian paint

industry has been dra'n from various published sources. They

include rofessional business 2ournals and !aga(ines, besides

the Ne's papers. The data relating to Asian aints has been

collected from company records.

This study is necessarily based on the limited no'ledge

and little practical exposure the constraints of resources and time

have further imposed limits to the study boundaries.

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LIMITATIONS

The respondents of the questionnaire are very busty and could

not a)ord more time to ans'er. The average time to response

'as 897 minutes only.

A limited sample si(e of 78 customers 'as considered because

of time constraint. An assumption is made that the sample

represents the 'hole population. It 'ill not carry the total

reection of the copier maret. Total sample si(e is

comparatively less to represent the entire population.

A time period of only 58 days 'as allo'ed for the completion

of this product. &o considering all the consumers for the study

'as not possible.

The data 'as of primary nature. &o the degree biases 'ere

relatively high as the sample 'as randomly selected.

&tudy restricted to geographical territory of :isahapatnam

city only.

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Paints &an '! istin#is! as

EMULSIONS :

These are 'ater based paints Acrylic Emulsions are

extremely durable and give 'all sily and smooth %nish. They

'ashable and easy to maintain.

Eg< Asian aints o)ers three brands to choose.

P"!$i$ Apcolite =oyal Acrylic Emulsion.

M!i$ Apcolite &uper Acrylic Emulsion.

E&*n*$i&a+ &uper 0ecoplast.

DISTEMPERS:

These are also 'ater based paints but their binders may be

very natural or synthetic. 0istempers are economically priced,

they o)er good value for money as they are durable.

Eg< Asian aints has

Tractor Acrylic 'ashable 0istemper.

Tractor 'ashable &ynthetic 0istemper.

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LUSTER AND MATT FINISHES:

These are solvent based paints are extremely durable. The

former gives a gloss egg shell %nish 'hile matt %nishes have a

dead matt %nish.

Eg< Asian aint has

Apcolite luster %nish.

Apcolite synthetic matt %nish.

E,TERIOR FINISHES:

"or exterior cement paint is mainly used as it is economical.

It also has a reasonable life if in areas 'here monsoon is not too

heavy.

Eg< >attu cem.

ENAMELS:

It provide the best coating for metals they are tough,

durable, glossy in %nish. The smooth shiny loo lasts for years.

Enamels protect from corrosioin.

Egoodlass Nerolac has a

maret share of D5G. These paints are by medium technology

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and hence the unorgani(ed sector has a ma-or share. A recent

estimate that over 3544 companies are in unorgani(ed sector.

INDUSTRIAL PAINTS

Industrial paints include automotive paints Koriginal auto

manufactures and re%nishesL, o'der coatings marine paints

high performance coatings and special purpose %nishes. Theseare technology intensive and hence the presence of the

unorgani(ed sector is very limited. In fact, there is no presence

of the unorgani(ed sector in the original paints. This can be

explained by the fact that to bag an order from automobile

manufacturer collaboration 'ith a 'ell no'n foreign paint

company is a must >oodlass Nerolac is an un disputed leader n

industrial paint.

Till early 4Ms paints 'ere treated a s luxury items by the

governments this resulted in higher excise duty and higher end

prices, leading lo' consumption of paints in India. Jo'ever the

progressive reduction of the excise duty from 54G in H95 to

DG in 79F, the companies have passed on the duty reductions

as price cuts.

Jo'ever the per capita consumption of India is still a merge

of .8 g compared to 37 g in B.& and D.3 g in Thailand.

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%rst salvo in o)ering in variety of shades. This concept too o)

and Asian aints 'ent about establishing 3444 colour corners

'hich 'ould stoc the D8D shades. Additional shading

requirements 'ere catered by providing colours as per the

demand after mixing the bases 'ith strainers through colour

dipencer other companies follo'ed it soon and >oodlass Nerolac

introduce ed H4D shades under the same concept.

In D8 2henson and Nichelson, the 8th

raning company in

the industry, pioneered the concept of 0. And started

installing them at dealer shops 'ith the support of TICCB=IA of

"INAN0.

The concept is similar to that of the manual colour

dispenser except that the dispensing is automatic pre decidedformula registered in the computer and the shades are o)ered

instantly shops to customers.

Today $erger aints, is the 3nd ompany to enter this

system o)ering 8444 shades a clear indication of the trend. In

the year DF9 has seen the introduction of the concept by the

t'o giants. Asian aints and Nerolac. Today around D444 dealer

shops are installed this concept.

0 or it is called *ABT@ @@B= 0I&@ENE=+ have helped

the dealers to reduced their inventories o)er a large variety of

shades instantly, consistently and accurately. onsumer have

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also bene%ted by this concept as the shopping environment has

changed dramatically 'ith the advent of 0.

E,TERIOR MAR3ET

The second development is the introduction of the D44G

Acrylic Exterior aints and the focus of ma-or companies on the

Exterior aints maret. Traditionally, the exterior paint maret

'as catered to by CIIC NIO@N and several other small players.

The main o)ered 'ere cement paints in India. $ut the real

change has be thought by Asian aint through AEO 1 its D44G

exterior paint maret has started gro'ing exponentially. In D

Nerolac introduced EOE in the category and o)ered qualitative

product at lo' material cost. $oth Apex and Excel have

propelled the exterior paints gro'th by over 74G in 3443 and thetrend is expected to continue for at least of three more years.

A ma-or development in DF9 'as the *ay by scooter

car+ concept by companies. As practiced in 'estern countries, in

India also the concept of taing care of the complete painting -ob

has been under taen by paint companies. >oodlass Nerolac has

commenced this concept 'ith !ahindra cars by managing the

entire paint shop and being paint on the basis of per painted

cars. Asian aints also follo'ed it up 'ith a similar tie up 'ith

! for its scooters.

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PO4DER COATINGS

The other *industrolycoat po'ers+, in collaboration 'ith

:AI&A= @=@=ATI@N of B.&.

Jigher performance coatings is another rapidly gro'ing

segment 'hich is used at fertili(er sugar plants, airports, big

construction pro-ects, $erger, Asian., Nerolac dominates this

segment due to their international collaborations and high

quality range of products.

PAINTS DEFINED

Technically paints can be de%ned as a homogenous uid

made from our ingredients namely pigments, resins, solvents and

additives 'hich the ra' materials can be classi%ed into four

categories. A typical paint formation consists of over 844 input

materials.

Jo'ever the ey ra' materials are

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Asian aints has four production plants and each has four

distinct pacing pattern. &o that the 'or of the godo'n in

charge becomes easier in recogni(ing the tins from 'hich plant

they have come.

The pacing is as follo's

Anlesh'ar

$handup

atancheru

Casna

And the products are paced as

Enamels 34, D4, 5, D liters

844, 344, D44, 84 ml

0istemper 34, D4, 8, 3, D gs.

Emulsions 34, D4, 5, D liters.

PLANT IDENTIFICATION

lant identi%cation mars for cartoons, drums, tins are

given belo'.

Ban0 0+ant

D. All liter number 'ill be four digit starting from D44D.

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3. Alphabets C as label indicate Cisna plant

H. 0rums have one brand 'ith three dots 'ith nine

alternatives.

5. artoons are bro'n in colour.

PRICING

In the narro'est sense price is the amount of money

charged for a product or service .

rice has ben the ma-or factor in a)ecting buyer choice.

This is still true in poorer nations, among poorer groups and 'ith

commodity products. Jo'ever non price factors have become

more important in buyer choice behavior in recent decades.

#ith respect to Asian aints there are t'o price lists.

0ealers price list

!aximum price list.

D!a+!" 0"i&! +ist:

It is applicable to dealers and consists of their trade

discount of HG, additional trade discount of HG, cash discount

8G.

If 'ritten in equation

0 Q trade discount HG

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R Additional trade discount of HG

R ash discount of 8G.

Ma7i$$ P"i&! List:

! Q consists of dealers price list 1 trade discount HG 9

additional trade discount HG 9 cash discount 8G R local tax.

Those dealers 'ho has regular payment of performance are

bene%ted largely by cash discount and those dealers 'hose

payment is not regular do not get products.

The company operates at a very lo' over due outstanding

rate. Thus it can be said that the company has very stringent

rules regarding the credit given to the dealers.

PROMOTION

!odern mareting call for more than -ust developing a good

product pricing attractively and maing it available to the target

customers companies also must communicate to their customers

and 'hat they communicate should not be left to chance.

Asian aints promotional activities consists of

advertisements, schemes, point of purchase, painters schemes.

The advertisement activities are given to @>I:S AN0

!ATJE= 'ho has designed the advertisements as sho'n and

partly by contract ad agency.

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TARGET GROUP

According to the information provided by the company

personnel the target group di)ers from product to product.

Egeneral Industrial "inishes < Apcolite KJammerton "inishL

@ther Industrial roducts < Expory oatings, hlorinted =ubber

%nishes, viny I olyurethane &ystems.

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At*$*ti%!s

Cirlo 1 an Acrlic aint, Apca 1 nitro9cellulose based aint, Aspa

1 an Allyd, autocare.

P"i$!"s

Asian !etal rimer =edoxide

Tractor =edoxide rimer for !etal

#oodrite for #ood &ubstrate

0ecorative 1 ement rimer

TECHNOLOGY TIE8UPS

The company has a technical collaboration 'ith I> of the

B0& and Nippon aint o, 2apan for the manufacture of

automotive paints, po'der coatings, and coil coatings. Through

this move, Asian aints remains a step ahead because companies

lie 0ea'oo and >eneral !otors that use > paint overseas are

liely to source their automobile paint requirements from Asian

aints. Technical ino's K "rom &igma oating of the

NetherlandsL have also added to manufacturing capabilities in

the areas of heavy9duty marine coatings, anti9corrosion paints

and high9tech resinsKthat serve as ra' materialsL, thus ensuring

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that product quality even in sophisticated items match

international standards.

P"*&t +in! E7t!nsi*ns

As stated earlier under conceptual issue, line extensions, as

a part of mareting strategy is a lo'9cost, loss9ris 'ay to meet

the needs of various customer segments. It can satisfy

customersM desires to provide a 'ide variety of brands under a

single umbrella or family name.

Asian aints strategy to penetrate into the hitherto

unexplored distempers maret 'as a similar move, 'hich 'as a

departure from its earlier strategy of concentrating on higher9end

products.

N!6 Ma"5!t P!n!t"ati*ns

The search of ne' marets and overseas opportunities has

led the company to neighboring Nepal and the distant &outh

aci%c Islands 1 "i-i, Tonga and the &oloman Islands. The

company also exports its to the !iddle East, &outh East Asia and

Europe.

Lan& *2 +*6 0"i&! '"an as #"*6t st"at!#1

In late D3, Asian aints introduced the brand called

9Utsa% as a long term strategy to penetratethe rural maret.

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The overall mareting strategy adopted by Asian aints for this

distemper is no' detailed.

Ent"1 int* t! +*6 !n ist!$0!" $a"5!t

The =s. 345F paints maret has a pyramidal structure. At

the very top end are Upremium emulsions priced at about =s. D88

to =s. DF4 per literg K'hich comprise brands lie =oyale and

:elvet touchLV next are the synthetic emulsions at the range of

=s. 4 to =s. D48 per liter K e.g. Apcolite, Nerolac, 0ulux and

=angoliLV and at the base is the distemper segment K'ith Asian

aints TractorL bet'een =s. HH and =s. 54. There 'as a huge

untapped maret at the lo'er end 'hich no organi(ed player had

attempted to tap. This comprised largely pacet distempers, dry

distempers and lime ash, ha'ed in a brand band of =s. H to =s.38.

R!as*n 2*" !nt"1

Around DD a recession in the user industries and hie in

the excise rates had slo'ed the industry gro'th rate to 3.3G.

Asian aints reali(ed, that to overcome this phase of stagnation,

it had to penetrate ne' marets and real volumes 'ould come

only be converting consumers using lime'ash, dry distemper,

cement paint or other local painting methods into branded paint

uses. This 'ould also expand the maret base, besides reaping it

the *%rst mover advantage* among the ma-or producers of the

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paint industry. All the company need 'as ne' paint to penetrate

into this segment.

Ba""i!"s t* Ent"1

No data on maret si(e, consumer buying habits, etc., on the

distemper maret.

=egional brands, many in number, had an established

clientele.

Bnorgani(ed sector brands 'ere priced lo' and o)ered heavy

dealer discounts to push their brands.

National players !aret leader rised losing premium image

and quality association by entry into this lo' priced segment.

onsumer preferences heavily inuenced by regional cultures,

lifestyles, hence the maret 'as fragmented.

&ervicing a huge semi9urban and rural maret 'ould entail

huge up9front investment, 'ith returns not assured.

0ominance of pacet distemper brands, e.g., 0ilash and

ami, 'hich %lled the aspirational value slot.

C*$0an1 s0!&i/& 0"*'+!$s - Disin&!nti%!s

arge price di)erential bet'een the company distemper brand

Tractor Krice =s. 58 L and the unorgani(ed sectorMs products

K=s.H938 L.

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0anger of eroding TractorMs equity if a lo' price variant is

introduced.

Threat of substitution of the higher period Tractor brand by the

cheaper one by the painter, 'hich had a poorer %nish resulting

in customer dissatisfaction.

T! C*$0an1;s C*$0!titi%! a%anta#!

Jigh degree of a'areness about the company among the

target maret constituents.

ompany regarded as a quality9produce maer.

!aret leader, %nancial and mareting strength to sustain

investment pressures

ore competence in paints, 'ide variety and 'ell9developed =

0.

#ide dealer net'or and good information base about

di)erent marets.

T! T*ta+ St"at!#1 2*++*6!

(a) St"at!#i& Tin5in#

This 'as inuenced by the follo'ing factorsattu and other

products lie primers. Thus it has a clear head start over its

competitors in the volumes game.

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PROFILE OF ASIAN PAINTS

Today Asian paints is the maret leader in the paintbusiness of India, commanding a maret share of more than H8G

in organi(ed sector . ItMs Annual sales turn over us around =s.

33.7 billion.

Asian paints 1 one of the largest among the top D4

decorative paint companies in the 'orld. It operates in 33

countries across the 'orld serving consumers in over 78

countries.

"orbes global maga(ine B&A raned Asian aints among

344 best small companies in the 'orld for 3443, and in the year

344H presented the *$est under the $illion+ a'ard to the

company. It is one and only the company.

@ne of the country leading business maga(ine *$usiness

ine+ in "eb 344Draned Asian paints as the ninth best employer

in India.

A survey carried out by Economic Times in 2anuary 3444rans Asian aints as the fourth most admired company across

industries in India.

A talent pool of 5F44 employees employed across 3H

countries.

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facilities of the company for paint products are currently spread

over four locations

? $JAN0B !AJA=A&T=A D88

? ANCEA= >B2=AT D4

? ATANJE=B A.. DD

? CA&NA

The manufacturing of paints in patancheru started in D8.

Asian paints, their modern manufacturing facility o)ers the

'idest range of paints among all the paint companies in India, in

terms of products shades as 'ell as pac si(es. Asian paints have

promoted 8 successful overseas subsidiaries.

Asian paints has been turning out consistency good

performance over the years. "or more than t'o decades no', it

has continuously been the leader in the industry. $esides being

the maret leader the company has also respectively provided its

excellence in terms of operating performance 'hich has earned

the company a place among the 'orlds leading manufacturers.

And Asian paints logo *>ATTB+, the impish boy holding paint tin

and brush is one of the most recogni(ed and most prosperous

mascots in Indian business.

DISTRIBUTION

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Eg. Apcolite synthetic enamel 844ml bus green is one

su

Apcolite synthetic enamel 844ml sy blue is

one su

CLASSIFICATION OF S3U

All products can be divided into ba(aar and industrial on

the end use. $a(aar and industrial item can further be dividedinto inventoried and non inventoried items

Inventoried su are those for 'hich constant demand for

'hich sales forecast 'ith a degree of certainty.

FORM8A

$a(aar su inventoried at company branches depots.

The supply of suMs is a)ected through multi plant

distribution system.

FORM8B

$a(aar suMs 'hich shades are under the speci%c focus

of management group ne' products, pacs are not inventoried at

all branches depots.

FORM8C

FORM8E

Industrial not inventoried s5>

FORM8F

All non con%rming stocsK This includes damaged stocs

defective stocs, old stoc 1paced before Hyrs for trade products

and beyond validity period for the industrial products.

CUSTOMER ACCOUNTING PROCEDURES

TYPES OF CUSTOMERS MODE OF

PAYMENT

D. ocal dealers ocal cheques payorder

3. =etail sales cash sales ocal cheques party is

no'n as

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pay order upcountry dealers orcash

location, local cheques if the

dealerhas local ban account.

Industrial customerMs local cheques, 0.0 payable locally. In

case absolutely necessary an upcountry cheques or 0.0Ms.

ash local cheques 99 0ate of collection memo

D. Bpcountry cheques 9 Fdays from the date of collection memo

as it taes around Fdays for an up country cheques to be cleared.

3. 00ay date of 00 as the ordered customer is debited as

soon as 00 is purchased by the customer. Although the company

may not be creditedKi.e the customer is given the bene%t.L

PLANING PROCESS In the sales function the planning is as

follo's

Pas!8I

*!aret assessment+ It consists of assessment of maret

and maret share for total and ma-or products, gro'th

assessment segment 'ise for this purpose retail audit is

conducted. All the sale representatives collect data form each

retailer.

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Pas!8I I

9@b-ectiove %xation+ $ased on the above analysis all units

should set ob-ective of achievement of total sales volume sales

gro'th. :olume sales strategically important products lie

emuilsions auto re%nishes, 'ood %nishes and collection

e/ciency.

Pas!8I I I

In this phase plan for meeting the budget sho'n be dra'n

up. These plans involving product segment focus, to'n focus,

dealer focus 'ould form the basis of the planning document.

Pas!8IV

9=esource planning+ It consists of

A< *man po'er planning+

$< input plans

< sales promotion plans

PROFITS

Asian aints during the year 344H 1 3445 made huge

pro%ts. Though the company has stringent rules and regulations

regarding to'ards the credit policies and payment bills, dealers

demanding to extend the credit period. In spite of having such

stringent policies the company managing such a pro%t is

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something 'hich has been attained by 'or of great managers

and sales sta) of the company. It indicated the planning an the

performance of the company personnel 'hich made the

company dominate the decorative paints segment, and the

'hole thing is baced up by quality, of the paints.

Asian aints net sales rise by D7.4G and net pro%t rise by

DH.35G in 344H93445. And announces dividend to the share

holders WH8G.

PRODUTION CAPACITY

The company has four production centers to cater to the

needs of the customers in India they are as follo's

ANCE&J#A=

$JAN0B

ATANJE=B

CA&NA

The production plats are lie four pillars to the company

and the company is planning to set up a ne' plant by expanding

its capacity.

The aggregate capacity of the four plants roughly mounts

to F444 tones month in the decorative paints segment.

NE4 PRODUCTS DEVELOPMENT

Asian paints have got a full edged research and

development function to counter the competition and produce

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the technologically advanced products to provide a better service

to the customers.

The research and development and the management has a

plan to Fproduce four ne' products every year. And the ne'

products added till dates are

? AEO anti fungal exterior paint

? AE economy emulsion

? Btsav? Asian 'all putty

? N sanding sealer

and in the future the tally is going to be increased by their

research and development function.

LOGO

ogo is a symbol 'hich represents the company by looing

at the logo any one 'ho has little no'ledge about the paints

'ould say that it is gattu and the company is Asian aints.

A boy standing 'ith a brush and a paint tin is famously

no'n and the logo for Asian aints 'hich is a popular one has

been designed by =.C.AO!AN a 'ell no'n cartoonist.

THEORTICAL ASPECTS

INTRODUCTION:

TodayMs companies are facing their toughest competition

ever. ompanies can outdo their competition if they can move

from a product and sales philosophy to a mareting philosophy.

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The success of the companies lies in doing a better -ob of

meeting and satisfying customer needs. @nly customer9centered

companies are adept at building customers, not -ust building

products.

@ver H8 years ago, eter 0rucer observed that a

companyMs %rst tas is *to create customers.+ $ut todayMs

customers face a vast array of product and brand choices, prices,

and supplies.

No' the customers started estimating 'hich o)er 'ill

deliver the most value. ustomers are value9maximi(ers, 'ithin

the bounds of search costs and limited no'ledge, mobility, and

income. They form an expectation of value and act on it.

#hether or not the o)er lives up to the value expectation a)ectscustomerMs satisfaction.

CUSTOMR A4ARENESS:

ustomers are informed and remaindered about the

products and are requested and persuaded to purchase their

products. &uch communication may be made their along the

product or 'ell in advance of the introduction of product into the

maret. &uch communication becomes necessary 'hen a ne'

product or service is introduced in the maret or an old product is

improved or it is simply to increase the sales of the products.

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*A6a"!n!ss &*$0ass!s a++ t! t**+s in t! $a"5!tin#

$i7 6*s! $a?*" "*+! is 0!"sasi%! &*$$ni&ati*ns>

PHILLIP 3OTLER

The main features of a'areness are

88 PHILLIP 3OTLER

Advertising can be traced bac to the beginning of the

recorded history. Archeologist 'oring in the countries around

mediterrian sea have dug up signs announcing various events

and o)ers. The roman painted 'alls to announce >ladiator

%ghts, and the hoenician painted pictures promoting their

'aves and large locs along parade routes.

In DH advertisers ran up of bill of more than X DH

billions through advertising is used mostly by business %rms it is

also by a 'ide range of non pro%t organi(ation professionals

social agencies that advertiser target to various target publics.

Ma?*" D!&isi*n In A%!"tisin#:

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A large advertisers can spent the same amount on

advertising, yet have very di)erent results studies sho' that

creative advertising message can be more important to

advertising success than the number of dollars spent.

> M!ssa#! St"at!#1

The purpose of advertising is to get consumers to thin

about or react to the product company in certain 'ay. eople 'ill

react only if they believe that they 'ill bene%t form doing o.

E)ective message consist of customers bene%t, creativity,

!eanings, distinctive in nature.

> Ma?*" st!0s in $!ia s!+!&ti*n>

aL 0eciding on reach, frequency, impact

=each is a measure of the percentage of the people in the

target maret 'ho are exposed to the ad campaign during a

given period of time.

"requency is a measure of ho' many times the average

person in the target maret exposed to the message.

Impact 1 qualitative value of a message exposure through a

given medium.

bL hoosing various media types *2

R!s0*n!nts

E70!"i!n&!

R!s0*n!nts

*2

R!s0*n!nts

78 78 D44

57

0%

100%

0%0%

100


58/103

It is found that all the respondents have experienced in

painting process, even though, the buyers are purchasing then

products for the Dsttime, since it is no'n that buying of paints

can be not only for self but even for other such as relations and

friends.

58


59/103


60/103

"rom the above table out of 78 respondents it 'as found

that DG of the respondents are in budget belo' =s. 84,4449

'hich means they are ready to spend for paints. 7G of the

respondents are in budget bet'een =s. 84,4449 to =s.F8,4449.

HDG of the respondents are in budget bet'een =s.F8,4449 to

=s.D,44,4449 and the remaining 58G of the respondents are in

budget above =s.D,44,4449.

&o it 'as found that maximum numbers of respondents are

ready to spend upto =s.D,44,4449 and above for paints.

60


61/103


62/103

"rom the above table out of 78 respondents, it is found that

33G of the respondents are in requirements of enamel paint for

their interiors, 83G of the respondents required the interior paint

lie distemper, 7G of the respondents are in requirement of

Asian aint polish, 'hile the other 34G of the respondent are in

requirement of Emulsion.

In interior product usage, there is a greater demand for the

distemper follo'ed by the enamel.

62


63/103

E7i'it :

USAGE OF DIFFERENT E,TEROIOR PRODUCTS

G"a0:

INFERENCE:

E7t!"i*" P"*&ts F"!!n&1 *2

R!s0*n!nts

ement aint D3 D

Textured H 8

Emulsion 3H H8

ermanent "inish D 3

&no'em 37 54

63

Ena#el

$iste#er

&olish

E#ulsion


64/103


65/103

E7i'it :

LIFE E,PECTANCE FOR INTERIOR PAINTS BY CUSTOMERS

G"a0 :

INFERENCE:

P!"i* F"!!n&1 *2

R!s0*n!nts

7 months 9 9

D Sear 9 9

3 Sear D5

8 Sear 87 7

65

2 'ear

5 'ear


66/103


67/103

E7i'it :

LIFE E,PECTANCE FOR E,TERIOR PAINTS BY CUSTOMERS

G"a0 :

INFERENCE:

P!"i* F"!!n&1 *2

R!s0*n!nts

7 months 9 9

D Sear H 89

3 Sear 33 H5

8 Sear 54 7D

67

1 'ear

2 'ear

5 'ear


68/103


69/103

E7i'it:

TYPE OF FINISH RE.UIRED FOR E,TERIOR PAINTS BY

CUSTOMERS

G"a0:

INFERENCE:

T10! *2 Finis F"!!n&1 *2

R!s0*n!nts

&mooth 55 7.8

Textured D3 D

ermanent D3

@thers D D.8

69

(#ooth

)e*tured

&er#anent

Others


70/103

"rom the above table, out of 78 respondents, A smooth type

of %nish is required by 7.8G of the respondents 'here as DG

of the respondents require a textured type of %nish, and D3G of

the customers require permanent type of %nish, 'hile the

remaining D.8G of the customers require other type of %nishes.

70


71/103

E7i'it :

TYPE OF FINISH RE.UIRED FOR INTERIOR PAINTS BY

CUSTOMERS

G"a0:

INFERENCE:

T10! *2 Finis F"!!n&1 *2

R!s0*n!nts

0istemper 84 FF

Emulsion D8 3H

71

$iste#er

E#ulsion


72/103

"rom the above table, out of 78 respondents, *0istemper

%nish+ is required by FFG of the respondents, 'hile the other

3HG of the respondents require emulsion %nishing for their

interiors.

72


73/103

E7i'it :


74/103

"rom the above table, out of 78 respondents, it came to

no' that FG of the respondents prefer for enamelKglassyL type

of 'ood %nish, 'here as .8G of the respondents prefer for

EnamelKsatinL type of 'ood %nish, and HG of the respondents

prefer !elamine and the remaining D.8G of the respondents

prefer poly9utherene type of 'ood %nish.

&o it is clear from the above analysis that most of the

respondents i.e.,FG of the respondents are going for

enamelKglassyL type of 'ood %nish.

74


75/103

E7i'it :


76/103

INFERENCE:

"rom the above table, out of 78 respondents, it came to

no' that 4G of the respondents are a'are of Asian aint

roducts , 'hile the other D4G of the respondents are not a'are

of Asian aint roducts.

&o company can go for some more a'areness programme

in order to capture the remaining una'are sector.

76


77/103

E7i'it :


78/103

INFERENCE:

"rom the above table, out of 78 respondents, H8Gf the

respondents are a'are of 9C*+*" 4*"+tinting machines

concept of Asian paints, 'hile the other 78G of the respondents

are not a'are of this concept.

&o, the company need to communicate about the a

9C*+*" 4*"+ tinting machine concept to the customers by

conducting a'areness programme or by advertisement.

78


79/103

E7i'it :


80/103

"rom the above table, out of 78 respondents, FG of the

respondents are opting for Asian Int!"i*" Paints, 'hile 38G of

the respondents are preferring for $erger Interior aints, and G

of the respondents are opting for Nerolac Interior ains, 'here as

the remaining D4G of the respondents are opting for some other

companies for the interiors.

&o, it is clear that Asian Interior aint products have more

customer preference 'hen compared to other brands.

80


81/103

E7i'it :


82/103

"rom the above table, out of 78 respondents, FG of the

respondents are opting for Asian E7t!"i*" Paints, 'hile 3HG of

the respondents are preferring for $erger Exterior aints, and

D3G of the respondents are opting for Nerolac Interior ains,

'hereas as the remaining D8G of the respondents are opting for

some other companies for the interiors.

#hen compared to interior paints, company exterior paints

are not preferred by some of the customers 'ho 'ere preferring

Asian paint interior products.

82


83/103

E7i'it :


84/103

"rom the above table, out of 78 respondents, it 'as found

that HG of the respondents are in need of guidance regarding

the details on recent development and products, 'hereas 35G of

the respondents are in need of guidance regarding education on

product features. #hile G of the respondents are in need of

guidance for appraise on product suitability. D8G of the

respondents are in need of guidance regarding the no'ledge on

sales discounts. #hile the remaining D8G of the respondents are

in need of guidance regarding the $udgeting 'hile ainting.

84


85/103


86/103

The price and selection of target is also done to protection.

onsidering the promotional part Asian aints employed @gilvy

and !ather to attract the customers.

Asian aints has developed many brands and 'hich have

'ell penetrated in the minds of customers.

Ex< Apcolite, Apex, AE, etc.,

And Asian aints 'as the %rst to enter 'ith manual colordispensing concept 'hich too o) 'ith the advent of computers,

Asian is not lacing behind in this they have developed *olour

#orld+ for the consumers 'ith DD84 shades to be selected from.

The study of my topic is *ustomer A'areness+ 'ith

reference to Asian aints India imited. And Advertising, sales

promotion, personal selling, public relations, and publicity are the

customers a'areness programs to be conducted by the company

.

86


87/103

FINDINGS

As a part of my study, survey on 9Cst*$!" A6a"!n!ss

'as conducted during !ay 1 2une 3444. Important %ndings are

concerning from the customers, have resulted from the survey.

They are summari(ed in follo'ing paragraph.

There are 78 respondents in the sample of a study on

*ustomer A'areness+.

The "irst and foremost observation that has been made from

the study is that *Asian aints+ is the leader in the industry of

paints. It has a very high brand equity in the maret.

According to observations of the survey, price is the

dominating factors, 'hich inuences the purchasing decision

of the respondents follo'ed by quality, company name,

coverage and service. omparing to competitors Asian aint

ompany rices is high.

"rom the analysis point of vie', 'hen compared to interior

paints, company exterior paints are not preferred by some of

the customers, 'ho are preferring Asian aints interior

product.

At last, most of the customers are satis%ed 'ith Asian aint

products, but at the same time they require guidance

regarding the recent development of the products.

87


88/103

SUGGESTIONS

&ales promotion committee should be formed to formulate and

implement n!6 $a"5!t st"at!#i!s to compete 'ith

competitors and to extend the maret share.

ompany sales representatives must maintain "!+ati*ns 'ith

construction companies as 'ell as 'ith painting contractors 'ith

the help of the dealers.

ompany should conduct $!!tin#sK at least to mae the

customers to no' about the latest development in the paint

industry and their products.

ompanies should even &*n&!nt"at! on Exterior aints as its

maret share is very lo'.

A%!"tis!$!nt should be increased to update the image of

Asian aints in the changing environment.

ompany must loo after, there is a &+*s! "!+ati*nsi0bet'een

sales representatives and dealers 'ith the customers.

ompany should maintain the &st*$!" "!&*"s>

88


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BIBLIOGRAPHY

rinciples of !anagement

Philip Kotler

!areting !anagement

Rama Swamy

The Jindu >uide !aga(ines

Business India

4EBSITE:

'''.asianpaints.com

89
http://www.asianpaints.com/http://www.asianpaints.com/


90/103

CUSTOMER A4ARENESS(A St1 6it "!2!"!n&! t* Asian Paints Inia Lt>)

A Project report submitted to Andhra University,Visakhapatnam in partial fulllment for the award of the

degree of

MASTER OF BUSINESS ADMINISTRATION

By

3> SRINIVASA RAO

Under the esteemed guidance of

M"> G> SRINIVASA RAOK M>S&>K M>B>A>KM>Pi+K P>G>D>C>A>

H!a *2 t! D!0a"t$!nt

DEPARTMENT OF MANAGEMENT STUDIES

SAMATA DEGREE P>G> COLLEGE(Aliated to Andhra University and Approved y

A!I!"!#!$%

VISA3HAPATNAM8@


91/103

"$R#I&I"A#$

This is to certify that pro-ect titled YCUSTOMER

A4ARENESSY 'ith reference to Asian Paints Inia Li$it!K

Visa5a0atna$ submitted by M"> 3> SRINIVASA RAOK to the

college of !anagement &tudies, SAMATA DEGREE P>G>

COLLEGE in partial ful%llment for the a'ard of the 0egree of

MASTER OF BUSINESS ADMINISTRATION is a record of

bona%de 'or carried out by her under my guidance and

supervision.

lace< :isahapatnam M">G>SRINIVASA RAO0ate< M>S&>KM>B>A>KM>Pi+K P>G>D>C>A>

[email protected]. ro-ect >uide&amata 0egree .>.ollege,:isahapatnam.

91


92/103

AC3NO4LEDGEMENT

I express our deep sense of gratitude and indebtedness to

M"s>R>VIJAYA RAVINDRA, rincipal, Sa$ata D!#"!! an P>G>

C*++!#!K:isahapatnam, for the encouragement given to me to

complete the pro-ect and for the facilities provided to me through

out the pro-ect.

I am thanful to our guide and coordinator M"> G>SRINIVAS

RAOK M>S&K MBAK M>Pi+K PGDCAK for his valuable guidance

and ind cooperation right from the beginning of the pro-ect

report. I am thanful very much for his ind constant

encouragement and guidance sho'n during the course of our

pro-ect.

I also extend my sincere gratitude to the :isahapatnam

Area !anager of Asian aints India td., for giving me the

opportunity to complete the pro-ect under their able guidance.

I express my gratitude to M"> NAGA RAJU (A"!a

Mana#!")K M"> 3RISHNAM RAJU (P"*?!&t Sa+!s

In&a"#!)K for their continuous support and encouragement

throughout my pro-ect 'or. ast but not the least, I 'ould lie to

express my sincere thans to the respondents and my others not

specially mentioned.

3> SRINIVASA RAO

92


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CHAPTER I

INTRODUCTION

OBJECTIVES OF THE STUDY

NEED FOR THE STUDY

METHODOLOGY

LIMITATIONS OF THE STUDY

93


94/103

CHAPTER II

PAINTS THE COLOUR OFOUR LIFE

PROFILE OF PAINT INDUSTRY(A P"*/+!)

PROFILE OF THE COMPANY

94


95/103

CHAPTER III

THEORETICAL ASPECTS

95


96/103

CHAPTER IV

ANALYSIS INTERPRETATION

96


97/103

CHAPTER V

SUMMARY

FINDINGS

SUGGESTIONS

97


98/103

Anne'ure

98


99/103

Biliography

99


100/103

")#$)#S

Page )o!

CHAPTER I

Introduction *

+ectives of the Study

,

)eed for Study

-

.ethodology /

0imitations of the Study

1

CHAPTER II

Paints 2 #he "olour of our 0ife

3

Pro4le of Paint Industry (A Pro4le%

*5

Pro4le of the "ompany

--

CHAPTER III

#heoretical Aspects

/,

CHAPTER IV

Analysis of the Study

1*

CHAPTER V

Summary 6*

100


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&indings 6-

Suggestions

6/

BIBLIOGRAPHY

ANNE,URES

101


102/103

TABLE AND GRAPH INDE,

Ta'+! anG"a0 N*>

D!s&"i0ti*n Pa#!N*

D ustomer urchasing attern 8D

3 Experience in ainting rocess 8H

H Approximate $udget to'ards ainting 88

5. Bsage of 0i)erent Interior roducts 8F

8 Bsage of 0i)erent Exterior roducts 8

7 ife Experience for Interior ains byustomers

7D

F ife Experience for Exterior ains byustomers

7H

Type of "inished required for Exterioraints by ustomers

78

Type of "inished required for Interioraints by ustomers

7F

D4 #ood "inish roduct reference byustomers

7

DD A'areness About Asian aintsroducts

FD

D3. A'areness about olour #orldoncept

FH

DH ustomer choice of company forInteriors

F8

D5 ustomer choice of company forExteriors

FF

D8 Type of >uidance expected fromompany by the ustomers

F

102


103/103

7$"0ARA#I)

I declare that this pro-ect report entitled *CUSTOMER

A4ARENESS+ of Asian Paints Inia Lt>K Visa5a0atna$

submitted by me to the &A!ATA 0E>=EE .> ollege of

!anagement &tudies, A/liated to Andhra Bniversity, is my o'n

and is not submitted to any other Bniversity or has been

published anytime before.

lace< :isahapatnam (3> SRINIVASA

RAO)

0ate

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