Rough Main Project Kansai

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A STUDY ON SCOPE OF BRAND PREFERENCE IN KANSAI

NEROLAC PAINT, CHENNAI.

PROJECT DONE

BY

SURESH KUMAR.D

(Reg. No – 31608631039)

OF

VELS SRINIVASA COLLEGE OF ENGINEERING AND TECHNOLOGY

A PROJECT REPORT

Submittted to the

FACULTY OF MANAGEMENT STUDIES



In partial fulfillment of the requirements for the awards of degree

OF

MASTER OF BUSINESS ADMINISTRATION

JUNE 2010

A STUDY ON SCOPE OF BRAND PREFERENCE IN KANSAI

NEROLAC PAINT, CHENNAI.

PROJECT DONE

BY

SURESH KUMAR.D

(Reg. No – 31608631039)



OF

VELS SRINIVASA COLLEGE OF ENGINEERING AND TECHNOLOGY

A PROJECT REPORT

Submittted to the

FACULTY OF MANAGEMENT STUDIES

In partial fulfillment of the requirements for the awards of degree

OF

MASTER OF BUSINESS ADMINISTRATION

JUNE 2010

ACKNOWLEDGEMENT

I express my profound thanks to our respected chairperson Thiru. JAYA KUMAR for

his enthusiastic support and helping by providing all resources behind the scenes.

My most sincere thanks and everlasting gratitude to DR.V.KANAKASABI PHD,

principal Vels srinivasa college of engineering and technology for giving this opportunity to do

work on this project.



We wish to express our profound indebtedness and sincere gratitude to MR .SELVAM

,ASM (Area Sales Manager) NEROLAC PAINT for giving us the opportunity to undergo our

project work in the bank. Also we thank all the employee who responded to our question.

Our special thanks to LECT. MISS. CHITRA, MBA MPHIL –HOD- Department of

Management studies, VELS SRINIVASA COLLEGE OF ENGINEERING AND

TECHNOLOGY for giving suggestion on structuring our project.

Our heart full thanks & everlasting thanks to our project guide MR.

LOGANATHA PRASANNA.S , MBA for his valuable suggestion towards the completion of

our project. Also we thank all the lecturers of our department.

I am extending my sincere thanks to all faculty members of the department of

management studies who had extended their co-operation and helped in completing my project

successfully. I am also extremely thankful to my parents and all my intimate friends for their supports given to finish this project.

(D.SURESH KUMAR)

CONTENT

CHAPTER NO TITLE PAGE NO

List of Tables

List of Charts

Abstract

I INTRODUCTION

Introduction

Industry profile

Product Profile



II DEVELOPMENT OF THE MAIN THEME

Need for the study

Objectives of study

Scope of Significance

Limitation of Study

Research Methodology

III REVIEW OF LITERATURE

IV DATAANALYSIS AND INTERPRETATION

V RESULT OF THE STUDY

Findings

Suggestion

Conclusion

Annexure

Bibliography



TABLE NO TITLE PAGE

1 Showing Age group of the respondents

2 Showing Gender of the respondents

3 Showing Education Level of the respondents

4 Showing Occupation of the respondents

5 Showing Income group of the respondents’

6 Showing family members of the respondents’

7 Showing. factors influenced to take paint

8 Showing types of paint company chosen

9 Showing choice of paint company purchased or planning topurchase

10 Showing paint or any other decors for your buildings

11 Showing reason of customer perference towards Kansai Nerolacpaint

12 Showing customer preference in Decorative Paint of kansai nerolac paints

13 Showing customer preference in Interior paints of kansai Nerolac paints

14 Showing customer preference in exterior paints of kansai Nerolac paints

15 Showing Advertising Media effectiveness

16 Showing feature of your paint attracted you to buy it

17 Showing influenced to take paint from kansai Nerolac paints

18 Showing customer’s satisfaction level in different attributes of kansai

Nerolac paints

19 Showing how long using kansai nerolac paint

20 Showing paint price of kansai nerolac paint limited

21 Showing value for money in Nerolac Brands

22 Showing how likely to buy kansai nerolac paint in future

23 Showing customer’s satisfaction with the dealers

24 Showing recommendation of kansai nerolac paints

25 Showing overall rank for the kansai nerolac paints



CHART NO TITLE PAGE

1 Showing Age group of the respondents

2 Showing Gender of the respondents

3 Showing Education Level of the respondents

4 Showing Occupation of the respondents

5 Showing Income group of the respondents’

6 Showing family members of the respondents’

7 Showing. factors influenced to take paint

8 Showing types of paint company chosen

9 Showing choice of paint company purchased or planning topurchase

10 Showing paint or any other decors for your buildings

11 Showing reason of customer perference towards Kansai Nerolacpaint

12 Showing customer preference in Decorative Paint of kansai nerolac paints

13 Showing customer preference in Interior paints of kansai Nerolac paints

14 Showing customer preference in exterior paints of kansai Nerolac paints

15 Showing Advertising Media effectiveness

16 Showing feature of your paint attracted you to buy it

17 Showing influenced to take paint from kansai Nerolac paints

18 Showing customer’s satisfaction level in different attributes of kansai

Nerolac paints

19 Showing how long using kansai nerolac paint

20 Showing paint price of kansai nerolac paint limited

21 Showing value for money in Nerolac Brands

22 Showing how likely to buy kansai nerolac paint in future

23 Showing customer’s satisfaction with the dealers

24 Showing recommendation of kansai nerolac paints

25 Showing overall rank for the kansai nerolac paints



ABSTRACT

A study on scope of brand preference in kansai nerolac paint. Brand preference shows the

stage of brand loyalty at which a buyer will select a particular brand but will choose a

competitor's brand if the preferred brand is unavailable.

In 2006, on the 11th of July, Goodlass Nerolac Paints Ltd. name has been changed to

Kansai Nerolac Paints Ltd.The success of Kansai Nerolac has hinged on this philosophy since

1920, and being the second largest paint company in India is the rightful tribute to its people's

commitment and dedication. With employee strength of around 2000 spread over the country and

an efficient management,to find out the value of money in kansai nerolac paints

Primary objective of this project is A study on scope of brand

preference in kansai Nerolac paints. Secondary objective is to find out how to

survey the brand knowledge, to find out the influencer for the brand preference, to find out the

value of money in kansai nerolac paints, brand image, to identify the source of awareness for

paint, brand equity.

The significance of the study is to identify influencer and its influence factor. The scope

is to find out the various influencer involves in it and provides solution to the problem. The

survey conducted was limited to Chennai.

Research is common parlance refers to a search for knowledge. Research is an art of

scientific investigation. It is an inquiry especially through search for new facts in any branch of

knowledge.

Research design is the arrangement of conditions for collection and analysis of data in a

manner that aims to combine relevance to the research design that will be used for the study is

descriptive research design as its explain the fact and state of affair. The data for this study has

been collected from both primary and secondary data sources Primary data will be collect

through questionnaire that will ask to customer. The secondary data are those which have already

been passed through the statistical process, The size of the population is 120 respondents survey

was conducted in Chennai. The sampling used is Simple Random sampling which comes under



probability. The project was concentrated only in the Vadapalani branch nerolac kansai paint

limited, Chennai.

Statistical tools used for analysis:

• Rank correlation

• Anova table

• Chi – square test

• Kolmogorov – Smirnov Test (K-S Test)

In Kansai nerolac Paint, 36% of the respondents have the age group of 30-40 yrs, 31% of the

respondents have age group of 20-30 yrs, 23 of the respondents have above 40 yrs & 10% of the

respondents have 15-20 yrs. The 69% of the respondents are male and 31% of them are female.

The 48% of the respondents feel good about the company, 27% feel very good, 17% feel

average, 5% feel fair and 3% of them are feel poor.

Agents or dealers and employees should be trained to become more responsive and

courteous toward the customersThe company should focus more on those factors which will

create an awareness about the products offered and will also increase the good will of the

company.



INTRODUCTION

A study on brand preference implies measure of brand loyalty in which a consumer will

choose a particular brand in presence of competing brands, but will accept substitutes if that

brand is not available. We have heard that the customer is always right. We may or may not

agree with that statement but every ought to agree that customers hold a very important places in

our lives. After all, without customers, people who buy our products and services, our businesses

close down and we all pack up to go home. We need to discover brand preference of particular

products and service. Using today’s technology, this can happen by using something as simple as

a feedback card, or by using an online service. Plenty of options exist.

After gathering information, analyze it. Ask tough question and arrive at the tough

answers. Change what is necessary to improve the customer service rating. The more one can

meet customer needs, the better chance for long-term success in their fast-paced, ever-changing

world. Customers form their expectation based on past buying experiences, advice to their

reference group and the promises of the marketer and their competitors. It becomes much easier

for a company to serve a delighted customer. A very satisfied customer will stay with the

company for many years and will bring more business to the firm.

The term marketing concept holds that achieving organizational goals depends on

knowing the needs and wants of target markets and delivering the desired satisfactions. It

proposes that in order to satisfy its organizational objectives, an organization should anticipate

the needs and wants of consumers and satisfy these more effectively than competitors.

Brand - a name, sign, symbol or design, or some combination of these, used to identify a

product and to differentiate it from competitors' products.

http://www.businessdictionary.com/definition/measure.html

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Branding has today a central role in marketing. Branding has in theory been focused on

brands of large corporations and consumer goods. The situation of branding in this study differs

from the traditional view. In this case is branding studied from the perspective of a small

company offering services for an industrial market. The key concepts of the study are identity,

image and positioning.

• Brand Equity is the value of a brand built up over a period of time. It is composed of four

components namely Image, Perception, Awareness and Loyalty. However some

researchers say that image and awareness are the main components and the other two get

covered in these two. To calculate brand equity, both the tangible(functional) and

intangible(emotional) attributes are measured. The end result of the measurement is brand

equity.

Brand Preference Selective demand for a company's brand rather than a product; the

degree to which consumers prefer one brand over another.

Kansai Nerolac Paint company Limited joint venture of the Tata Forbes and the Kansai

Paint Co. Ltd., Japan.

COMPANY PROFILE

ORIGIN & EVOLUTION OF NEROLAC

We embarked our journey in 1920 as Gahagan Paints and Varnish Co. Ltd. at Lower Parel in

Bombay. In 1930, three British companies merged to formulate Lead Industries Group Ltd. In

1933, Lead Industries Group Ltd. acquired entire share capital of Gahagan Paints in 1933 and

thus, Goodlass Wall (India) Ltd. was born.



Subsequently, by 1946, Goodlass Wall (India) Ltd. was known as Goodlass Wall Pvt. Ltd. In

1957, Goodlass Wall Pvt. Ltd. grew popular as Goodlass Nerolac Paints (Pvt.) Ltd. Also, it went

public in the same year and established itself as Goodlass Nerolac Paints Ltd. In 1976, Goodlass

Nerolac Paints Ltd. became a part of the Tata Forbes Group on acquisition of a part of the

foreign shareholdings by Forbes Gokak.In 1983, Goodlass Nerolac Paints Ltd. strengthened itself

by entering in technical collaboration agreements with Kansai Paint Co. Ltd., Japan and NihonTokushu Toryo Co. Ltd., Japan. In 1986, Goodlass Nerolac Paints Ltd. turned into a joint venture

of the Tata Forbes and the Kansai Paint Co. Ltd., with the latter acquiring 36% of its share

capital.In 1999, Kansai Paint Company Ltd., Japan took over the entire stake of Tata Forbes

group and thus GNP became a wholly owned subsidiary of Kansai Paint Company Ltd. In 2006,

on the 11th of July, Goodlass Nerolac Paints Ltd. name has been changed to Kansai Nerolac

Paints Ltd.

Our incessant journey of successes will go on backed by our present human asset of over 2000 professionals and a sales turnover of Rs. 1484 crores. We are esteemed to be a subsidiary

of Kansai Paint Company Limited, which is the largest paint manufacturing company in Japan

and among the top ten coating companies of the world. We are the second largest coating

company in India with a market share of over 20%.

We are the market leader in industrial / automotive segment supplying over 90% of the

OEM requirements. We are the leader in powder coatings.

MANAGEMENT & KEY PEOPLE

"The people who make the company are its real assets." At Kansai Nerolac, we stand by

this. The success of Kansai Nerolac has hinged on this philosophy since 1920, and being the

second largest paint company in India is the rightful tribute to its people's commitment and

dedication.

With employee strength of around 2000 spread over the country and an efficient management,

the company provides the conducive work atmosphere to develop and grow. Our team of Ph.D's,



engineers and technicians visit collaborator's plants abroad to update themselves with the latest

techniques.

Board Of Directors

Name of the Person DesignationDr. JAMSHED JIJI IRANI CHAIRMAN

MR. DEVENDRA MOTILAL KOTHARI VICE –CHAIRMANMR. HIROSHI ISHINO DIRECTOR

MR. YUZO KAWAMORI DIRECTOR

MR. PRADIP SHAH DIRECTOR

MR. HARISHCHANDRA MEGHRAJ BHARUKA MANAGING DIRECTOR

MR. SUSIM MUKUL DATTA DIRECTOR

MR. NOEL TATA DIRECTOR

MR. YASO TAJIRI DIRECTOR

MR. PRAVIN CHAUDHARI DIRECTOR

Management Committee Members

Name of the Person DesignationMr. H.M. Bharuka Managing Director

MR. Pravin Chaudhari Director

Mr. Shrikant Dikhale Vice President – HR

Mr. Anuj Jain Vice President - Marketing (Decorative)

Mr. Mahesh Mehrotra Vice President – Technical

Mr. Hitoashi Nishibayashi Director Supply Chain & Auto Marketing

Mr. P.D. Pai Vice President – Finance

HR Angle

Open Door Policy

Working together requires that we have a friendly atmosphere based on trust and respect

amongst all of us. At Nerolac we follow an Open Door policy. Any person is free and welcomed

to share good idea, suggestion, doubt, problem about job or work place, or uncertainties about

one’s future in the organization. An open and transparent communication is appreciated.

Vision Values and Culture

In today’s dynamic business environment, no organization can afford to survive without a

well-articulated and carefully thought vision stating the overall strategic direction and long-term

future of its business.We have been at the forefront of paint manufacturing over eight decades



pioneering a wide spectrum of quality products that change the face of economy and lifestyles of

people at large.

It is our vision to leverage global technology, for serving our customers with superior

coating systems built on innovative and superior products and world class solutions, to

strengthen our leadership in Industrial coatings and propel for leadership in Architectural

coatings, all to the delight of our stakeholders.

We firmly believe that it is not only the vision of where we wish to go which will form a

cornerstone of all our further growth, but also our conviction to the fact that the values based

proposition has to be ultimate foundation of our business.

To this end we consciously have internalized and been practicing these values in all our

business transactions though human beings: Innovation, Entrepreneurial, Responsive, Simplicity,

Team Orientation.

Social Responsibility

The company continues to make its due contribution to community relief and

development activities and has donated both in cash and kind for the beautification of some

public places in Mumbai and elsewhere. The company continued its activities directly or

indirectly through trusts/agencies in community Development and Social Welfare including

contributions towards national defense, medical help, education, improvement of environmentetc.

TECHNICAL COLLABORATORS

Committed to provide the best in Paints, Nerolac have entered into Technical

Collaboration with two industry leaders known for their technical superiority.

The two technical collaborators are:

Kansai Paint Co. Ltd., Japan



Oshima Kogyo Co. Ltd. Japan

The Associates of Nerolac provide that vital edge to stay ahead of the competition. These

associations were setup with the specialized expertise of the Industry leaders to make Nerolac a

complete Paint Company catering to all the market segments.

ASSOCIATE COMPANIES

Nipa Chemicals Ltd.

This Company specializes in the manufacture of Pre-Treated Chemicals. Nipa Chemicals

Ltd., is a joint venture of Nihon Parkerizing Co. Ltd., Tokyo, Japan, and Kansai Nerolac. We

provide the technical and the marketing support for Nipa Chemicals.



PRODUCT PROFILE

What is Paint?

There's more to paint than meets the eye. Physically, paint is a mixture of four important

elements: Pigments, Additives, Binders and Solvents

Pigments render color and opacity to the paint.

Additives endow the paint with special properties such as resistance to fungus, rust etc.

Binders hold the paint together and also bind it to the surface being painted, thus

promoting durability.

Solvents give a paint its flowing property, enabling brushing/rolling on a surface.

Depending on the solvent used, paints can be categorized as water-based (where water is

the solvent), e.g. plastic emulsions and distempers or oil-based (where Thinner, a

petroleum by-product is the solvent) e.g. enamels and wood finishes.

Types of Finishes

When Surface Coatings (Top coat of Paint) dry, they produce films with varying degree

of sheen. The range extends from Flat or Matt finishes which have no sheen, through increasing

degree of Luster to high gloss finishes.

Based on the reflectance level of the dried film of paint we can classify the finish in to

following four heads:



Matt: It is the kind of finish, which has the lowest level of gloss. When the gloss on a panel

painted with a Matt finish paint is measured in a glossometer at 60-degree angle, the reading is

less than 5.

Egg Shell or Satin: This finish has silk like gloss, explains the name Satin finish. When the

gloss on a panel painted with a Satin finish paint is measured in a glossometer at 60-degree

angle, the reading is 6-20.

Semi-Gloss: This finish has more gloss than a satin finish. When the gloss on a panel painted

with a Semi-Gloss finish paint is measured in a glossometer at 60-degree angle, the reading is

21-70.

Glossy: This is the finish with highest level of gloss. When the gloss on a panel painted with a

Gloss finish paint is measured in a glossometer at 60-degree angle, the reading is more than 70.

Kinds of paints

Decorative paints

Types of Paint

Industrial Paints

Decorative Paints:-

Emulsions

Water Based Paints

Distemper

Interior

Lustre



Solvent Based Paint Enamel

Falt Oil

Decorative Paints

Emulsions

Textured

Exterior

Cement

Nerolac Imperssions Everlast

Industrial Paints:-

Automotive Coatings

General industrial coatings

Industrial paints

High performance coatings

Powder coatings



WALL PAINTS



PAINT PRODUCT NAME

PRODUCT IMAGE PRODUCT DESCRIPTION

INTERIOR/SOLVENTBASED

PAINTS

NerolacPearls

Lustre

Finish

Nerolac Pearls Lustre finish is a Special Interi

Wall paint that captures the magic glow of pea

and the intrinsic resilience of the shell. Thus, t paint very rightly stands for "Ornamentation fo

walls". This is a special product for interior us

developed by incorporating selected pacifying pigments dispersed in a specially formulated

medium.

NerolacSatin

Enamel

Nerolac Satin Enamel is specially formulated tgive an excellent smooth finish resembling the

smoothness of satin to masonry, wood and me

surfaces. It can be easily cleaned to give new lto the surface

NerolacSynthetic

Enamel

Nerolac Synthetic Enamel is a time tested and proven, high quality alkyd based enamel

incorporated with best quality opacifying and

fast pigments.

Nerolac

Impression

Hi-Performanc

e Enamel

Nerolac Impression Hi-Performance Enamel i

specially designed coating having a judicious b

of high quality resin & light fast pigments. It irecommended for suitably primed interior &

exterior wooden, masonry and metal surfaces.



PAINT PRODUCT NAME


INTERIOR/WATERBASEDPAINTS

(Distemper)

Nerolac

Beauty

PremiumAcrylic

Distemper

Nerolac Beauty Premium Acrylic Distemper is

supplied in paste form, and it can be used for t

decoration of fully matured plasterwork, concr brickwork and asbestos surfaces. The paste is

bound with a stable acrylic medium.

Nerolac

Beauty

Acrylic

Distemper

Nerolac Beauty Acrylic Distemper is supplied

paste form, and it can be used for the decorati

fully matured plasterwork, concrete, brickwork

asbestos surfaces. The paste is bound with a stacrylic medium.

NerolacBeauty OilBound

Distemper

Nerolac Beauty Oil Bound Distemper (NBOBa water based interior wall finish for beautificaand protection of fully matured plasterwork,

concrete, brickwork and asbestos surfaces. It g

a sooth eye soothing matt finish. The product i bound with a stable oil emulsion medium.

INTERIOR/

WATERBASEDPAINTS(Emulsions)

Nerolac

Impression24 Carat

PremiumLuxury

Emulsion

Nerolac Impression 24 Carat Premium Luxury

Emulsion is a premium quality Architecturalcoating specially formulated by using pure ac

latex, and high opacity micronised pigments soto impart smooth velvet finish, with excellent

washability.

NerolacImpression

Metallic

Nerolac Impression Metallic is a premium quawater base special effect designer series range

creats a variety of special effects and textures o

interior walls and is based on pure acrylic emu

PAINT PRODUCT NAME


INTERIOR/ Nerolac Nerolac Beauty Premium Acrylic Emulsi



WATERBASEDPAINTS(Emulsions)

BeautyPremium

Acrylic

Emulsion

specially formulated emulsion paint based on durable copolymer resin, high opacity micron

pigments, and additives to give better properti

NerolacBeauty

SilkySmooth

Nerolac Beauty Silky Smooth Finish Emulsion paint, is a specially developed economical pro

that gives optimum performance, with respect protection and decoration of interior walls. It i

formulated by using ideal combination of pigm

and extenders, dispersed in a copolymer emulsfor smooth and pleasant matt finish.

Nerolac

Disney

Emulsion

Nerolac Disney Emulsion is a water-based,

premium super luxury interior wall finish. It

provides a distinctly rich, velvety smooth withexquisite satin finish. Ideal base coat for Disne

stencil application and for superior results.

Nerolac

BeautySmooth

finish

Nerolac Beauty Smooth Finish paint, is a spec

developed economical product that gives optim performance, with respect to protection and

decoration of interior walls. It is formulated byusing ideal combination of pigments and extendispersed in a copolymer emulsion for smooth

pleasant matt finish.

Nerolac

Beauty

Flexi CoatPremium

Interior

Emulsion

(NBFCPIE)or Beauty

PlatinumEmulsion

Nerolac Beauty Flexi Coat Premium Interior

Emulsion (NBFCPIE) or Beauty Platinum

Emulsion is a specially designed water-based,Premium, Top Coat capable of bridging crack

underneath plaster services, better than most o

other premium emulsions. Its formula using pu

acrylic latex, and high opacity micronised pigmgive good flow and levelling properties, that im

smooth velvet finish with soft sheen, excellentelasticity and washability.



PAINT PRODUCT NAME


EXTERIORPAINTS

Everlast

Self Clining

Nerolac Everlast with pliolite is a speciallydesigned solvent based exterior coating having

superior properties with respect to protection o

masonry surfaces from aggressive environmenconditions. It is formulated by using ideal

combination of true pigments and special type

extenders, dispersed in a balanced combinationdifferent grades of Styrene Acrylate Resins an plasticized with ultra violet stabilized grade of

plasticizer.

Nerocem

with

Titanium+

Nerocem with Titanium + is available in powd

form. It is an economical exterior product specformulated by using best quality white cement

other ingredients to get an economical exterior

product. It is useful for the protection and

decoration of the surfaces.

Nerolac

SurakshaPlastic

Nerolac Suraksha Plastic Exterior Paint is an

economical water thinnable coatings, specialldesigned for application on exterior walls in dr

moderatey humid climatic conditons. Nerolac

'Suraksha' is much superior to normal cement pcoatings in respect to exterior durability, finish

washability and resistance to fungus / algae.

Nerolac

Impression

Excel AntiPeel Acrylic

Nerolac Impression Excel Anti Peel Acrylic

Exterior Paint is premium water based, high

performance, long lasting exterior paint, formuto suit the extreme tropical conditions of high

rainfall, humidity and heat. The product is bas

100% Acrylic resin and hence it forms a toughflexible protective film, with an excellent bond

to the substrate, which prevents peeling off or

cracking for years together. Nerolac Impressio

Excel Anti Peel Acrylic Exterior Paint containunique combination of surface protectants, wh

are released slowly over a long period of time.

PAINT PRODUCT NAME




EXTERIORPAINTS

NerolacImpressions

Excel Total

All in OneAcrylic

Exterior

Emulsion

Nerolac Impressions Excel Total All In OneAcrylic Exterior Emulsion is high performanc

premium water based, long lasting exterior pai

with UPF (Ultimate Paint Formula). It is formuto suit the extreme tropical conditions of high

rainfall, humidity and heat. The product is bas

100% Acrylic resin and hence it forms a toughflexible protective film, with an excellent bond

to the substrate, which prevents peeling off or cracking for years together. It also offers a 7 y

warranty.

Nerolac

SurakshaAdvanced

Plastic

Exterior Paint

Nerolac Suraksha Advanced Plastic Exterior P

is an economical water thinnable coatings,specially designed for application on exterior w

in dry or moderatey humid climatic conditons.

has good Washability, Anti-Algal & Anti Fung properties.

METALPAINTS

Nerolac

Impression

Hi-

Performance Enamel

Nerolac Impression Hi-Performance Enamel i

specially designed coating having a judicious b

of high quality resin & light fast pigments. It i

recommended for suitably primed interior &exterior wooden, masonry and metal surfaces.

Nerolac

SatinEnamel

Nerolac Satin Enamel is specially formulated t

give an excellent smooth finish resembling thesmoothness of satin to masonry, wood and me

surfaces. It can be easily cleaned to give new l

to the surface.

Nerolac

SyntheticEnamel

Nerolac Synthetic Enamel is a time tested and

proven, high quality alkyd based enamelincorporated with best quality opacifying and

fast pigments.

NEED FOR THE STUDY



As paint is the major service sector which attracts more expectation from consumers irrespective

of their age, gender, occupation and family background. As their exists more options about the

paint companies such as Kansai Nerolac,Asian paints, Berger, ICI etc., Brand preference plays a

vital role among the companies as it reflects in the form of increased sales, market, growth and

development of the company. To know the brand preference of Kansai Nerolac paint customers

and to know the customer expectation from the company life better service, safety, life protection, product variety and etc.

OBJECTIVES



Primary Objective:-

A study on scope of brand preference in kansai nerolac paints

Secondary Objective:-

to find out how to survey the brand knowledge

to find out the influencer for the brand preference

to find out the value of money in kansai nerolac paints

brand image

To identify the source of awareness for paint

brand equity



SCOPE AND SIGNIFICANCE

Brand preference deals with the aspects that makes the end user (or) customer to select the

particular brand from the paint industry. These are varieties of factors that can influence the

reason for brand preference. Some of the influencer are advertisement (print, voice, media )

painter, builder, engineers. The significance of the study is to identify influencer and its

influence factor. The scope is to find out the various influencer involves in it and provides

solution to the problem.



RESEARCH METHODOLGY

Research is common parlance refers to a search for knowledge. Research is an art of

scientific investigation. It is an inquiry especially through search for new facts in any branch of

knowledge.

Research design:

Research design is the arrangement of conditions for collection and analysis of data in a

manner that aims to combine relevance to the research design that will be used for the study is

descriptive research design as its explain the fact and state of affair.

Method of data collection

The data for this study has been collected from both primary and secondary data sources

Primary data

Primary data will be collect through questionnaire that will ask to customer

Secondary data

The secondary data are those which have already been passed through the statistical

process, the proposed study also make use of secondary source of data collection in the form of

company journals, magazines, records, websites and other relevant sources.

Sample design

SAMPLING SIZE



The study was conducted with the respondents of KANSAI NEROLAC PAINT

LIMITED. It comprises of all the respondents in the concern. The size of the population is 120

respondents survey was conducted in Chennai.

Sampling method

The sampling used is Simple Random sampling which comes under probability so that

every member of the population has an equal chance of being selected.

Sampling unit

The project was concentrated only in the Vadapalani branch NEROLAC KANSAIPAINT LIMITED, Chennai.

Statistical Tools used for Analysis:

• Rank Correlation

• Anova table

• Chi – square test

• Kolmogorov – Smirnov Test (K-S Test)



LIMITATIONS OF THE STUDY

The survey conducted was limited to Chennai. Hence the results attained by the study

may not be universally applicable.

Some of the respondents might have given biased answers which might affect the

findings of the study.

The respondents did not have much time to spend in filling up the questionnaire.



The study was conducted during a short a pan of time and as such the researcher

could concentrate only on available respondents. So convenient sampling technique was

used.

Research is carried out consumers, who are human being they know that they are

observed. So, the customers or respondents start behave artificially when they know that their

attitude, opinions, beliefs and etc., are being studied.

REVIEW OF LITERATURE



Brand Preference

“Customers buying products are buying utility, function, and performance as much as

image and status” (Terpstra and Sarathy, 1997, p. 375). Actually, Customer merchandise has

implications more than their utilitarian, functional, and commercial significance

(Czikszentmihalyi and Rochberg-Halton, 1981; Ericksen, 1996; Leigh and Gabel, 1992; Levy,

1959; Mick, 1986). Consumers do not “consume products for their material utilities but consume

the symbolic meaning of those products as portrayed in their images” (Elliot, 1997, p. 286).

Therefore, the acquired goods are not only “bundles of attributes that yield particular

benefits” (Holt, 1995, p. 1) but also indications of symbolic meanings to the public. Consumers

are more likely to use brands to express how they are either similar to or different from people of

their in-group (Markus and Kitayama, 1991).

Bhat and Reddy (1998) also reported that brands have practical and emblematic

importance for consumers. The emblematic importance, which is attached to brands, is often

broadcasted via the use and consumption of brands (Gottdeiner, 1985; McCracken, 1986).

Consequently, there seems to be a noteworthy relationship between brand images, consistent

with the emblematic importance of brands, and consumers’ self images (Zinkham and Hong,

1991). Individuals are more likely to buy brands whose personalities intimately match their own

self images (Schiffman and Kanuk, 2000). Similarly, consumers express themselves by selecting

brands whose personalities are recognized to be consistent with their own personalities (Aaker,

1999; Kassarjian, 1971; Sirgy, 1982).

In many circumstances, consumers’ self image influences his/her purchase decisions

(Zinkham and Hong, 1991) In other words, consumers use products to illustrate, maintain, and

reinforce their self concepts to themselves (Sirgy, 1982; Wallendorf and Arnould, 1988;

Zinkham and Hong, 1991). Therefore, “purchase and consumption are good vehicles for self-

expression” (Jamal and Goode, 2001, p. 483).

Previous research indicated that self image/self expression affect consumers’ product

preferences and their purchase intentions (Ericksen, 1996; Mehta, 1999). For example, Ericksen

(1996) found a significant relationship between self image and intention to buy an American

automobile (Ford Escort). Based on this finding, it might be inferred that “individuals prefer

brands that have images compatible with their perceptions of self” (Jamal and Goode, 2001, p.

483; Belk, et. al., 1982; Ericksen, 1996; Solomon, 1983; Zinkham and Hong, 1991). Moreover,



this self image consistency strengthen positive attitude toward products and brands (Ericksen,

1996; Sirgy, 1982, 1985, 1991; Sirgy, et. al., 1997). Specifically, “the more similar a consumer’s

self-image is to the brand’s image, the more favorable their evaluations of that brand should be”

(Graeff, 1996, p. 5).

Brand preference has been conceptualized in many ways in the marketing literature. In

some studies, brand preference has been equated with brand loyalty (e.g., Rundle-Thiele and

Mackay 2001). In other studies, it has been evaluated as a precursor to brand loyalty (e.g., Odin

et al. 2001). In this study, we consider brand preference as a precursor to brand loyalty. Brand

preference is typically viewed as an attitude in which the consumer has a predisposition toward

one or more brands. Ben-Akiva et al. (1999) define preferences as “comparative judgments

between entities.” We use this definition as a basis for distinguishing brand preference as a

comparative judgment between a set of brands which leads to a more favorable attitude toward

one or more of the brands.In contrast, brand loyalty is viewed as a combination of attitude and behavior where a

professed commitment toward a brand is manifested in repeat purchasing of the brand. Jacoby

and Kyner (1973, p. 2) define brand loyalty as: “(1) the biased (i.e., nonrandom), (2) behavioral

response (i.e., purchase), (3) expressed over time, (4) by some decision-making unit, (5) with

respect to one or more alternative brands out of a set of such brands, and (6) is a function of

psychological (decision-making, evaluative) processes.” This widely accepted definition

encompasses behavioral and attitudinal components, stating both must be present since neither is

sufficient on its own. Further, the definition allows for loyalty to multiple brands.

Does brand preference necessarily lead to brand loyalty or repeated purchase of the preferred

brand? Empirical results have shown that the answer is no. Allenby and Lenk (1995) conclude

that “consumer preferences for brands are not nearly as entrenched as might be expected.” Their

research shows that promotional activities such as feature ads, displays, and price cuts can have a

significant effect on whether or not buyers follow through with their preferences. Additional

reasons (other than promotions) why consumers may purchase other brands despite a stated

brand preference include a desire to try and learn more about different brands in the category;

changing needs or situations; variety seeking; and changes in the available alternatives due to

new products or improvements to existing products (Coulter et al. 2003).

Despite the extensive literature on search, only three studies empirically investigate the

brand loyalty-search relationship, and only one study could be found that addresses the brand



preference-search relationship. For brand loyalty, only one of the studies finds the hypothesized

negative, significant relationship between brand loyalty and search. Bennett and Mandell (1969)

find this relationship between loyalty and search for the product category automobiles (p≤ 0.05),

using a behavior-based measure of loyalty (number of prior purchases of a brand and the

sequence of prior purchases). In contrast, Kiel and Layton (1981) do not find a significant

relationship between a similar behavioral measure of loyalty (repurchase of the same brand) andsearch time or search activity for the same category of cars. In another context, Jacoby et al.

(1978) evaluated the brand loyalty-search relationship for breakfast cereals. In this study, both an

attitude-based and a purchase-based measure of brand loyalty were used. Their findings show no

540 relationship between the purchase-based measure of brand loyalty and search (p=0.59) and

only a questionable relationship between the attitudinal measure of brand loyalty (p = 0.06). As

such, the literature provides at best weak support for the hypothesis that brand loyalty reduces

search. Despite this limited support, the marketing literature concludes that brand loyalty

decreases search effort (e.g., Gwinner et al. 1998). In fact, Sheth and Parvatiyar (1995, p. 256)

claim that “the fundamental axiom of relationship marketing is, or should be, that consumers like

to reduce choices by engaging in an ongoing loyalty relationship with marketers.”



DATA ANALYSIS AND INTERPRETATION

Table No: 1

Table showing age group of the respondents’ in Kansai Nerolac Paints

S. No Particulars No. of Respondents Percentage

1 15-20 yrs 12 10

2 20-30 yrs 38 31.67

3 30-40 yrs 43 35.83

4 Above 40 yrs 27 22.5

Total 120 100

(Source: Questionnaire)

Interpretation:

From the above table it shows that 35.83% of the respondents havethe age group of 30-40 yrs, 31.67% of the respondents have age group of

20-30 yrs,22.5 of the respondents have above 40 yrs & 10% of therespondents have 15-20 yrs.

Chart No: 1

Chart showing Age Group of the respondents’ in Kansai Nerolac Paints



(Source: Table No: 1)

Table No: 2

Table showing gender of the respondents’ in Kansai Nerolac Paints


1 Male 103 85.83

2 Female 17 14.17

Total 120 100


Interpretation:

From the above table it shows that 69.17% of the respondents are male and 30.83% of

them are female.



Chart No: 2

Chart showing gender of the respondents’ in Kansai Nerolac Paints


Table No: 3

Table showing Education Level of the respondents’ in Kansai Nerolac Paints




1 Below 12th 26 21.67

2 UG 38 31.67

3 PG 21 17.5

4 Professional 18 15

5 Others 17 14.17

Total 120 100


Interpretation:

From the above table it shows that 31.67% of the respondents have the UG degree,21.67%of the respondents have below 12th ,17.5% of the respondents have PG degree,15% of therespondents have Professional degree and 14.17% have other qualification.

Chart No: 3

Chart showing Education Level of the respondents’ in Kansai Nerolac Paints




Table No: 4

Table showing Occupation of the respondents’ in Kansai Nerolac Paints


1 Students 14 11.67

2 Government

employee

17 14.67

3 Private 45 37.5

4 Business 26 21.67

5 Others 18 15

Total 120 100


Interpretation:

From the above table it shows that 37.5% of the respondents are the Private employees,21.67%of the respondents are Business people,15% of the respondents are Other

occupation,14.67% of the respondents are Government Employees and 11.67% are Students.

Chart No: 4

Chart showing Occupation of the respondents’ in Kansai Nerolac Paints




Table No: 5

Table showing Income group of the respondents’ in Kansai Nerolac Paints


1 Below 2 lakhs 36 30

2 2-4 lakhs 57 47.5

3 Above 4 lakhs 27 22.5

Total 120 100


Interpretation:

From the above table it shows that 47.5% of the respondents have the income group of 2-

4 lakhs, 30% have income group of below 2 lakhs and 22.5% have income group of above 4lakhs.



Chart No: 5

Chart showing Income Group of the respondents’ in Kansai Nerolac Paints


Table No: 6

Table showing family members of the respondents’ in Kansai Nerolac Paints


1 Below 3 18 15

2 4 23 19.16

3 5 41 34.17

4 Above 5 38 31.67



Total 120 100


Interpretation:

From the above table it shows that 34.17% of the respondents have the family membersas below 3, 31.67% have above 5 of family members, 19.16% have 4 as family members and

15% have below 3 of family members.

Chart No: 6

Chart showing family members of the respondents’ in Kansai Nerolac Paints




Table No: 7

Table showing factors influenced to take paint

S. No Particulars No. of

Respondents

Percentage

1 To give Beautiful decors to

house

38 31.66

2 To attract public 42 18.33

3 To show royalty 17 14.17

4 To provide safety from climate 23 19.17

5 Others 20 16.67

Total 120 100


Interpretation:

From the above table it shows that 31.66% of the respondents said financial security,19.17% said children’s future, 18.33% said saving & investment, 16.67% said retirement safety

and 14.17% said tax benefit.

Chart No: 7

Chart showing factors influenced to take paint




Table No: 8

Table showing types of paint company chosen


1 Kansai Nerolac 27 22.5

2 Asian paints 43 35.83

3 Berger 22 18.33

4 ICI 20 16.67

5 Others 8 6.67

Total 120 100


Interpretation:



From the above table it shows that 35.83% of the respondents choose Asian paints, 22.5%

choose Kansai Nerolac, 18.33% choose Berger, 16.67% choose ICI and 6.67% choose others.

Chart No: 8

Chart showing types of paint company chosen


Table No: 9

Table Showing choice of paint purchased or planning to purchase


1 Kansai Nerolac 32 26.67



2 Asian paints 42 35

3 Berger 18 15

4 ICI 12 10

5 Others 16 13.33

Total 120 100


Interpretation:

From the above table it shows that 35% of the respondents are selected Asian paints,26.67% are selected Kansai nerolac, 15% are selected Berger, 13.33% are selected others and

10% are selected ICI.

Chart No: 9

Chart showing choice of paint company purchased or planning to purchase




Table No: 10

Table Showing paint or any other decors for your buildings


1 YES 87 72.5

2 NO 33 27.5

Total 120 100


Interpretation:

From the above table it shows that 72.5% of the respondents using paints for their

building and 27.5% of them using other decors for their buildings.

Chart No: 10

Chart Showing paint or any other decors for your buildings




Table No: 11

Table Showing reason of customer perference towards Kansai Nerolac paint


1 Variety of product 29 24.17

2 Economic 22 18.33

3 Very Attractive 41 34.17

4 Maximum life of product 11 9.17



5 Others 17 14.16

Total 120 100


Interpretation:

From the above table it shows that 34.17% of the respondents influenced to take through

very attractive, 24.17% take through variety of product, 18.33% take through economic, 14.16%

take through other resons and 9.17% take through maximum life of product.

Chart No: 11

Chart Showing paint or any other decors for your buildings


Table No: 12



Table Showing customer preference in Decorative Paint of kansai nerolac paints


1 Wall- Interior

paint

42 35

2 Wall- Exterior

paint

32 26.67

3 Woods paint 25 20.83

4 Metals paint 21 17.5

Total 120 100


Interpretation:

From the above table it shows that 35% of the respondents prefer wall-interior paint,26.67% prefer wall exterior, 20.83% prefer woods paint and 17.5% prefer metals paint.

Chart No: 12

Chart Showing customer preference in Decorative Paint of kansai nerolac paints




Table No: 13

Table Showing customer preference in Interior paints of kansai Nerolac paints

S. No Particulars No. of Respondents

Percentage

1 Nerolac Pearls Lustre Finish 46 38.33

2 Nerolac Beauty Silky Smooth 26 21.67

3 Nerolac Synthetic Enamel 15 12.5

4 Nerolac Beauty Premium Acrylic Distemper 11 9.17

5 Nerolac Impression 24 Carat Premium Luxury Emulsion 14 11.67

6 Nerolac Impression Metallic 5 4.17

7 Nerolac Disney Emulsion 3 2.5

Total 120 100




Interpretation:

From the above table it shows that 38.33% of the respondents prefer Nerolac Pearls

Lustre Finish, 21.67% prefer Nerolac Beauty Silky Smooth, 12.5% prefer Nerolac SyntheticEnamel, 11.67% prefer Nerolac Beauty Premium Acrylic Distemper, 9.17% prefer Nerolac

Beauty Premium Acrylic Distemper, 4.17% prefer Nerolac Impression Metallic and 2.5% prefer Nerolac Disney Emulsion .

Chart No: 13

Chart Showing customer preference in Interior paints of kansai Nerolac paints


Table No: 14

Table Showing customer preference in Exterior paints of kansai Nerolac paints


1 Nerolac Everlast Self Clining 35 29.17

2 Nerolac Nerocem with Titanium+ 21 17.5

3 Nerolac Suraksha Plastic 42 35



4 Nerolac Impression Excel Anti PeelAcrylic

22 18.33

Total 120 100


Interpretation:

From the above table it shows that 29.17% of the respondents prefer Nerolac Everlast Self

Clining, 17.5% prefer Nerolac Nerocem with Titanium+, 35% Nerolac Suraksha Plastic and18.33% prefer Nerolac Impression Excel Anti Peel Acrylic.

Chart No: 14

Chart Showing customer preference in Exterior paints of kansai Nerolac paints




Table No: 15

Table Showing Advertising Media effectiveness


Respondents

Percentage

1 Radio 19 15.83

2 Newspaper/Magazine 26 21.67

3 TV/Internet 10 8.33

4 Friends/references 21 17.5

5 Agents 44 36.67

Total 120 100


Interpretation:

From the above table it shows that 36.67% of the respondents preference Agents, 21.67%

preference Newspaper, 17.5% preference Friends/references, 15.83% preference Radio and8.33% preference TV/Internet.

Chart No: 15

Chart Showing Advertising Media effectiveness




Table No: 16

Table Showing feature of paint attracted you to buy it


1 Low premium 21 17.5

2 Variety of products 23 19.17

3 Reputation 23 19.17

4 Easy access to the

agents

11 9.16

5 Others 42 35

Total 120 100


Interpretation:



From the above table it shows that 35% of the respondents are attracted by money back

guarantee, 19.17% are attracted by Variety of products&Reputation,17.5% are attracted by low premium and 9.16% are attracted by easy access to the agents.

Chart No: 16

Chart Showing feature of paint attracted you to buy it


Table No: 17

Table Showing influenced to take paint from kansai Nerolac paints

S. No Particulars No. of Respondents

Percentage

1 Decorative paint (wall) -

Interior

41 34.17

2 Decorative paint (wall) -

Exterior

29 24.17



3 Decorative paint (Metal) 22 18.33

4 Decorative paint (wood) 7 9.17

5 High Performance coating

paint

17 14.16

Total 120 100


Interpretation:

From the above table it shows that 34.17% of the respondents influenced to takethrough Decorative paint (wall) - Interior, 24.17% take through Decorative paint (wall) -

Exterior, 18.33% take throughDecorative paint (Metal), 14.16% take through High Performance

coating paint and 9.17% take through Decorative paint (wood).

Chart No: 17

Chart Showing influenced to take paint from kansai Nerolac paints


Table No:18



Table showing customer’s satisfaction level in different attributes of Kansai Nerolac Paints

S.No Attributes Very

satisfie

d

Satisfie

s

Average Dissatisfied Highly

dissatisfied

Percenta

1 Wall paint - Interior 31 47 32 8 2 32.67

2 Wall paint – Exterior 21 41 36 15 7 31.67

3 Metal Paint 27 45 30 12 6 19.36

4 Wood Paint 19 31 47 16 7 11.5

5 High Performance

coating paint

18 26 51 18 7 4.8


Interpretation:

From the above table it shows that 32.67% of the respondents satisfied in Wall paint

-Interior,31.67% satisfied in Wall paint - Exterior,19.36% satisfied in Metal Paint -Interior,11.5% satisfied in Wood Paint and 4.8% are satisfied in High Performance coating

paint.

Chart No: 18

Chart showing customer’s satisfaction level in different attributes of Kansai Nerolac Paints



(Source: Table No:18)

Table No: 19

Table Showing long are you using kansai nerolac paint


1 Less than 6 month 11 9.17

2 6month-1 yr 28 23.33

3 1yr-3 yrs 33 27.5

4 3-5 yrs 30 25

5 Above 5 yrs 18 15

Total 120 100




Interpretation:

From the above table it shows that 27.5% of the respondents are using paint for 1yr-3

yrs, 25% are having 3-5yrs, 23.33% are having 6month-1yr, 15% are having above 5 yrs and

9.17% are having less than 6 month.

Chart No: 19

Chart Showing long are you using kansai nerolac paint


Table No: 20

Table Showing paint price of kansai nerolac paint limited


Respondents

Percentage

1 Competitive 59 49.17



2 Less competitive 38 31.67

3 Not at all

competitive

23 19.16

Total 120 100


Interpretation:

From the above table it shows that 49.17% of the respondents are feel competitive,

31.67% are feel less competitive and 19.16% are feel not at all.

Chart No: 20

Chart Showing paint price of kansai nerolac paint limited




Table No: 21

Table Showing value for money in Nerolac Brands


1 YES 78 65

2 NO 42 35

Total 120 100


Interpretation:

From the above table it shows that 65% of the respondents said there is value of money

and 35% said there is no value of money .

Chart No: 21

Chart Showing value for money in Nerolac Brands




Table No: 22

Table Showing how likely buy kansai nerolac paint in future


1 Definitely 24 20

2 Most probably 35 29.17

3 Probably 46 38.33

4 Not Probably 10 8.33

5 Definitely Not 5 4.17



Probably

Total 120 100


Interpretation:

From the above table it shows that 38.33% of the respondents are probably like to buy in

future, 29.17% are most probably to buy, 20% are definitely to buy, 8.33% are not probably to buy and 4.17% are definitely not probably to buy.

Chart No: 22

Chart Showing how likely buy kansai nerolac paint in future


Table No: 23

Table Showing customer’s satisfaction with the dealers




1 Highly Satisfied 22 18.33

2 Satisfied 55 38.33

3 Neither Satisfied

Nor Dissatisfied

25 31.67

4 Dissatisfied 12 8.33

5 Highly Dissatisfied 6 3.34

Total 120 100


Interpretation:

From the above table it shows that 38.33% of the respondents are Satisfied with the

dealers, 31.67% are Neither Satisfied Nor Dissatisfied, 18.33% are Highly Satisfied, 8.33% areDissatisfied and 3.34% are Highly Dissatisfied.

Chart No: 23

Chart Showing customer’s satisfaction with the dealers




Table No: 24

Table Showing recommendation of kansai nerolac paints to others


1 YES 98 81.67

2 NO 22 18.33

Total 120 100


Interpretation:

From the above table it shows that 81.67% of the respondents are recommended the paint

to others and 18.33% are not recommended.



Chart No: 24

Chart Showing recommendation of kansai nerolac paints to others


Table No: 25

Table Showing overall rank for the kansai nerolac paints


Respondents

Percentage

1 5. Highly Satisfied 23 19.17

2 4. Satisfied 41 34.17



3 3.Neither satisfied nordissatisfied

30 25

4 2. Dissatisfied 18 15

5 1. Highly dissatisfied 8 6.66

Total 120 100


Interpretation:

From the above table it shows that 34.17% of the respondents are satisfied with rank 4,25% are neither Satisfied nor dissatisfied with rank 3, 19.17% are Highly Satisfied with rank 5 ,

15% are Dissatisfied with rank 2 and 6.66% are Highly Dissatisfied with rank 1.

Chart No: 25

Chart Showing overall rank for the kansai nerolac paints


STATISTICAL TOOLS



RANK CORRELATION

Need for the test

To test know the relationships between male and female opinion about advertising media has

greater impact on choose the paint company.

Attributes Male(x) Female(y)

Radio 10 8

News paper 8 7

T.V/Internet 6 4

Friends/References 13 13

Agents 46 5

Solution:

Rank (x) Rank (y) D=Rank(x-y) D2

3 4 -1 1

2 3 -1 1

1 1 0 0

4 5 -1 1

5 2 3 9

∑ D2 12

n = 5

Rank Correlation

r=0.4

Inference



Calculation value of r > 0 , so the relationships between male and female opinion is

positive about. advertising media has greater impact on choose the paint company.

KOLMOGOROV – SMIRNOV TEST (K-S Test):

It is a simple nonparametric test for testing whether there is a significant difference between on

observed frequency and a theoretical frequency. This is also known as K-S test.

(HO): There is no significant different between satisfied with the paint & opinion about kansai

Nerolac Paint

(H1): There is significant different between satisfied with the paint & opinion about kansai

Nerolac Paint

Attributes Highly

Satisfied

Satisfi

ed

Neither

satisfied

Nor

dissatisfied

Dissatisf

ied

Highly

dissatisf

Satisfy with the paint 22 55 25 12 6

Opinion about paint 21 57 27 12 3

Sol :

Table calculation of K-S Statistic

Observe

d

Frequen

cy

Observed

cumulati

ve

frequenc

Observe

d

related

frequen

Expected

Frequen

cy

Expected

Cumulativ

e

Frequenc

Expected

Relative

Frequen

cy (Fe)

D =

lFe – Fol



y cy (Fo) y

22 2222/120

= 0.18321 21

21/120

= 0.1750.008

55 7777/120

= 0.64257 78

78/120

= 0.650.008

25 102102/120

= 0.8527 105

105/120

= 0.8750.025

12 114114/120

= 0.9512 117

117/120

= 0.9750.025

6 120120/120

= 13 120

120/120

= 10

a) K-S.Statistic : Dn = max lFe – Fol = 0.025

b) The table value of Dn for n=5 and α = 0.05 is 0.565.

Since the table value is greater than calculated value 0.565 > 0.025

So we accept the null hypothesis Ho.

Result:

In the above calculation, it is found that there is no different between satisfied with the

paint & opinion about kansai Nerolac Paint.



ANOVA Table

Need for the test

To test there is a significance difference between satisfaction levels of different attributes

in Kansai Nerolac Paints.



Null hypothesis

There is no significant relationship between satisfaction levels of different attributes in

Kansai Nerolac Paints.

Alternative hypothesis

There is significant relationship between over all satisfication level with different product

provided by the company.

S.No Attributes VS S AVG DS HDS

1 Wall Paint- Interior 27 45 30 12 6

2 Wall Paint – Exterior 21 41 36 15 7

3 Wood Paint 31 47 32 8 2

4 Metal Paint 19 31 47 16 7

5 High PerformanceCoating

18 26 51 18 7

Solution

N = Row x column = 25

T (Total Sum) = ∑ (x1)+ ∑ (x2)+ ∑ (x3) +∑ (x4)+ ∑ (x5) = 600

SI.No Attributes (x1)2 (x2)

2 (x3)2 (x4)

2 (x5)2

1 Wall Paint- Interior 729 2025 900 144 36

2 Wall Paint –

Exterior

441 1681 1296 225 49

3 Wood Paint 961 2209 1024 64 4

4 Metal Paint 361 961 2209 256 49

5 High Performance

Coating

324 676 2601 324 49

∑ 2816 7552 8030 1013 187

Correction factor (C.F) = T2 / N = 14400



Total sum of square (TS) = ∑ (x1)2 + ∑ (x2)

2 + ∑ (x3)2 + ∑ (x4)

2 + ∑ (x5)2 – C.F =5198

Sum of square between factors (SS)

= [∑ (x1)2 / n + ∑ (x2)

2/ n + ∑ (x3)2/ n +∑ (x4)

2/ n + ∑ (x5)2/ n] – C.F = 10487

Sum of square within factor = TS – SS = 5289

Source of variable Sum of square Degree of freedom Variance (T)

Between factors 10487 5-1=4 2621.75(T1)

Within factors 5289 25-1=24 220.38(T2)

Variance between factor = T1 / T2 =11.89

Table value: Variance within factor tabulate value F=5.77 [for degree v1=4, v2=24]

Inference

• Since the calculated value is greater than the table value.

• Null hypothesis (H0) is rejected @ 5% of significance level.

• Alternative hypothesis (H1) is accepted @ 5% significance level.

Result:



There is significant relationship between satisfaction levels of different attributes in

Kansai Nerolac Paints.

CHI SQUARE TEST

Need for the test

To test whether there is a significance difference between gender and respondents using

paint in other paint companies.

Null hypothesis

There is no significant relationship between gender and respondents using paint in other

paint companies.

Alternative hypothesis

There is significant relationship between gender and respondents using paint in other paint companies.

Attributes Yes No Total

Male 50 20 70

Female 37 13 50

Total 87 33 120(N)



Solution:

Observed

(O)

Expected

(E)

(O-E)2 (O-E)2/E

50 50.75 0.56 0.01

20 19.25 0.56 0.03

37 36.25 0.56 0.02

13 13.75 0.56 0.04

=∑ (O-E) ²/E = 0.10

=∑ (O-E) ²/E = 0.10

For degree of freedom

=(r-1) (c-1)

= (2-1)*(2-1) =1*1=1

Calculated value= 0.10

Table value= 3.84

Inference

• Since the calculated value is less than the table value.

• Null hypothesis (H0) is accepted @ 5% of significance level.

• Alternative hypothesis (H1) is Rejected @ 5% significance level.

Result:



There is no significant relationship between gender and respondents using paint in other

paint companies.

FINDINGS



In Kansai nerolac Paint, 36% of the respondents have the age group of 30-40 yrs, 31% of

the respondents have age group of 20-30 yrs, 23 of the respondents have above 40 yrs &

10% of the respondents have 15-20 yrs.

The 69% of the respondents are male and 31% of them are female.

The 32% of the respondent have education qualification of UG, 22% have below 12 th,

17% have PG, 15% are Professional and 14% have other education qualification.

The 48% of the respondents have the income group of 2-4 lakhs, 30% have income group

of below 2 lakhs and 22% have income group of above 4 lakhs.

The 32% of respondent are influenced due to it gives beautiful decors to house,19% are

to provide safety from climate,18% are to attract public, 17% are to other reason and 14%

are to show royalty.

The 36% of the respondents choose Kansai Nerolac Paints, 22% choose Asian Paint, 18%

choose Berger, 17% choose ICI and 7% choose other Paints.

The 34% of the respondents influenced to take through Nerolac Wall Paint Interior, 24%

take through Nerolac Wall Paint Exterior, 18% take through Wood Paints, 15% take

through High Performance Painting and 9% take throughwood Paints.

The 72% of the respondents holding other paint and 28% of them holding Kansai Nerolac

Paints.

The 34% respondent prefer for variety of product,24% for very attractive, ,18% for

economic, 14% for other reason and 9% for maximum life of product.

The 28% of the respondents are using Kansai Nerolac Paints for 1 yr-3 yrs, 25% are

using 3-5yrs, 23% are using 6month-1yr, 15% are using above 5 yrs and 9% are using

less than 6 month.

The 49% of the respondents are feel competitive, 32% are feel less competitive and 19%

are feel not at all.

The 38% of the respondents are satisfied with Kansai Nerolac paint, 32% are Neither

Satisfied Nor Dissatisfied, 18% are Highly Satisfied, 8% are Dissatisfied and 4% are

Highly Dissatisfied.

The 82% of the respondents are recommended the policy to others and 18% are not

recommended.

The 48% of the respondents feel good about the company, 27% feel very good, 17% feel

average, 5% feel fair and 3% of them are feel poor.



SUGGESTIONS

The company should be in advance in sending information about the new paint and

others information to the customer.

The company should come with liability covers embracing all sorts of claims.

The company should offer flexible paints.

The company should restructure the premium rates and make sure that the premium rate

reflects current market conditions.

Agents or dealers and employees should be trained to become more responsive and

courteous toward the customers.

The company should focus more on those factors which will create an awareness about

the products offered and will also increase the good will of the company.

The company should provide free consulting centre for clearing the consumers doubt

regarding their Paints.

The company should try to retain all his present customer by announcing some attractive

package to regular customer.

The company should show more focus on order capturing and processing.

The company should come up with innovative plan to promote online order management

with home delivery.

The company should concentrate towards there quality of their product.



CONCLUSION

Brand preference is to identify why the customer of the company prefers more Kansai

Nerolac Paints compare to other paint companies and identify the level of satisfaction among the

customer of the existing services. The success of the company directly or indirectly depends on

their customers, as they are the backbone of the company. Today, the company has expanded

tremendously by issuing traditional and non-traditional plans aiming at high level of customers.

The company can take steps to conduct more promotion programs on paint and promotion to

increase the customer needs, perception, requirements and satisfaction. From this, company sales

will also increase.



A STUDY ON THE BRAND PREFERENCE TOWARDS OTHERS PAINTS COMPANY

WITH SPECIAL REFERENCE TO KANSAI NEROLAC PAINT LIMITED

QUESTIONNAIRE

Personal details

1. Name

2. Age

(a) 15-20

(b) 20-30

(c) 30-40

(d) above 40 year



3. Sex

(a) Male

(b) Female

Socio-economic factor

4. Educational qualification

(a) Below 12th

(b) UG

(C) PG

(d) Professional

(e) Others

5. Occupation

(a) Students

(b) Government employee

(c) Private

(d) Business

(e) Others

6. Income group of annual

(a) Below 2lakhs

(b) 2 -4lakhs

(c) Above 4 lakhs

7. How many members in your Family

(a) Below 3



(b) 4

(c) 5

(d) Above 5

Customer Opinion

1. Kindly indicate the factors that influenced you to take paint?

(a)Beautiful decors to house

(b)To attract public

(c)To show royalty

(d) To provide safety from climate

(e) Others

2. Kindly indicate the type of paint company you have chosen?

(a) Kansai Nerolac

(b) Asian paints

(c) Berger

(d) ICI

(e) Others

3. If you have purchased or planning to purchase paint, what would be your choice ?

(a) Kansai Nerolac

(b) Asian paints



(c) Berger

(d) ICI

(e) Others

4. Do you use paint or any other decors for your buildings?

(a) Yes

(b) No

5. If yes, mention from which paint company you have purchased the paint?

(a) Kansai Nerolac

(b) Asian paints

(c) Berger

(d) ICI

(e) Shalimar

(f) Nippon

(g) Sharlon

(i) Others specify ---------------

6. Why do you prefer Kansai nerolac paint?

(a) Very Attractive

(b) Economic

(c) Variety of product

(d) Maximum life of product

(e) Others

7. What type of paint do you prefer in Decorative Paint of kansai nerolac paints?

(a) Wall- Interior paint

(b) Wall- Exterior paint



(c) Woods paint

(d) Metals paint

8. Which brand do you prefer in Interior paints of kansai Nerolac paints?

(a) Nerolac Pearls Lustre Finish

(b) Nerolac Beauty Silky Smooth

(c) Nerolac Synthetic Enamel

(d) Nerolac Beauty Premium Acrylic Distemper

(e) Nerolac Impression 24 Carat Premium Luxury Emulsion

(f) Nerolac Impression Metallic

(g) Nerolac Disney Emulsion

9. Which brand do you prefer in exterior paints of kansai Nerolac paints?

(a) Nerolac Everlast Self Clining

(b) Nerolac Nerocem with Titanium+

(c) Nerolac Suraksha Plastic

(d) Nerolac Impression Excel Anti Peel Acrylic

11. Which advertising media has greater impact on you to choose the paint company?

(a)Radio

(b)Newspaper

(c)TV

(d)Friends

(e)Agents

12.Which feature of your paint attracted you to buy it?

(a) Low premium

(b) Variety of products



(c) Easy access to the agents

(d) Reputation of the company

(e) Others

13. How long are you using kansai nerolac paint?

(a) Less than 6 month

(b) 6 months to 1 year

(c) 1 year to 3 years

(d) 3 years to 5 years

(e) Over 5 years

14. What do you feel about the paint price of kansai nerolac paint limited?

(a) Competitive

(b) Less competitive

(c) Not at all competitive

15.Do you have value for money in Nerolac Brands?

(a) Yes

(b) No

16.Rank the factors that influenced you to take the paint from kansai Nerolac?

S.No. Attributes Rank

A Decorative Paints (Wall paint-Interior)

B Decorative Paints (Wall paint- Exterior)



C Decorative Paints(Metal)

D Decorative Paints(Wood)

E Industrial Paints (High PerformanceCoatings)

17. Rank your satisfaction level on the following attributes of Kansai Nerolac paint?

S.No. Attributes

Level of Satisfaction

VS S AVG DS VDS

A Wall paint- Interior

B Wall paint- Exterior

C Woods paint

D Metals paint

E High Performance Coatings

Where, VS- Very Satisfied; S- satisfied; AVG- Average; DS- Dissatisfied;

HDS- Very Dissatisfied.

18. How likely are you to buy kansai nerolac paint in future?

(a) Definitely

(b) Most probably

(c) Probably

(d) Probably not

(e) Definitely not

19. Are you satisfied with the dealers?

(a) Highly Satisfied

(b) Satisfied

(c) Neither satisfied nor dissatisfied

(d) Dissatisfied

(e) Highly dissatisfied



20. Would you recommend kansai nerolac paint to any of your friends or relatives who plan to

buy paints?

(a) Yes

(b) No

21. Give your overall rank for the Kansai Nerolac paints (1-5 highest)?

(a) 5. Highly Satisfied

(b) 4. Satisfied

(c) 3. Neither satisfied nor dissatisfied

(d) 2. Dissatisfied

(e) 1. Highly dissatisfied

Any further suggestions

Thank you for your co-operation



BIBLIOGRAPHY



Books referred

Philip Kotler, Marketing Management, Prentice- Hall India Publication, Sixth Edition.

Coopes Schindler, Business Research Methods, Tata Mc Grawhill Publication, Sixth Edition.

G.C. Beri, Business Statistics, Tata Mc Grawhill Publication.

C.R.Kothari, Research Methodology methods & Techniques, New Age International

Publications, Second Edition.

Websites Visited

www.Knasai Nerolac Paint India.com

www.Paint.com

www.google .co.in

www.wikipedia.com

http://www.paint.com/

http://www.wikipedia.com/

http://www.paint.com/

http://www.wikipedia.com/



Documents

Rough Main Project Kansai